CEO mea culpa on show at Ocado as management concedes its early business model is still delivering consequences today

Retail automation platform provider Ocado hasn’t had the easiest of times when it come to international expansion and never more so than over the past few years when two of its flagship customers, Kroger in the US and Sobeys in Canada, slammed the brakes on their planned rollout of Ocado-powered Customer Fulfilment Centers (CFCs), both citing lack of return on their investment to date.

It’s a difficult one for Ocado to spin, especially when the firm’s approach to overseas adventuring had been to sign up exclusivity deals in the various regions, limiting its room for manoeuvre. Kroger had to be made to work because Kroger was the one Ocado signed up with, and now Kroger didn’t want to follow through on its original commitment to spend, but hasn’t completely terminated the deal. What does that say to prospective clients for Ocado’s offering?

One aspect ...