We measure the achievements of our strategic objectives through the use of qualitative assessments and monitoring the performance of quantitative key performance indicators ("KPIs"). Each KPI links to one or more of our strategic objectives set out in Our Strategy (using the strategic link icons shown).

Average Orders per Week

Why we use this measure

Measures order growth in our retail businesses

2015 performance

+16.8% v2014

Strategic link

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Average Order Size (£)

Why we use this measure

Measures aggregate impact on average shopping basket

2015 performance

-2.1% v2014

Strategic link

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CFC Efficiency (UPH)

Why we use this measure

Measures CFC operational efficiency

2015 performance

+6.9% v2014

Strategic link

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Average Deliveries per Van per Week (DPV/WEEK)

Why we use this measure

Measures efficiency of our service delivery operation

2015 performance

+1.8% v2014

Strategic link

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Product Waste (%)

Why we use this measure

Measures efficiency of our operations in terms of waste minimisation: the lower the better

2015 performance

+0.1% v2014

Strategic link

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Items Delivered Exactly as Ordered (%)

Why we use this measure

Measures order accuracy (pre substitution)

2015 performance

+0.0% v2014

Strategic link

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Deliveries on Time or Early (%)

Why we use this measure

Measures timeliness of our delivery operations

2015 performance

+0.0% v2014

Strategic link

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Active Customer Base

Why we use this measure

Measures growth in our core customers who shopped in the last 12 weeks

2015 performance

+12.4% v2014

Strategic link

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SKU Count (Hypermarket)

Why we use this measure

Measures growth in range offered at Ocado.com, not including standalone sites

2015 performance

+9.3% v2014

Strategic link

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