Tesco’s ‘futuristic multichannel journey’ for 2014

shutterstock_175386473A digital wallet, Scan as you Shop Mobile, Clubcard check-in and Clubcard voucher prompting, are all to be a part of Tesco’s ‘futuristic multichannel journey’ for 2014.

The services will complement the retailer’s growing digital portfolio that already includes a magazine app, one-touch add-to-basket function and Click & Collect.

Robin Terrell, group multichannel director, told a group of investors yesterday: “In 2014 these futuristic multichannel journeys are going to be a reality for customers.” “The customer purchase journeys are becoming more complex, we no longer have that easy linear purchase journey, customers bounce between channels and devices in whichever way they choose and they expect a seamless experience,” he adds.

Fully aware that a multi-channel customer is worth twice as much as a single-channel customer and is much more loyal, Tesco sees the worth in investing in a multi-channel strategy.

Chief marketing officer Matt Atkinson “When you look at the analytics, they have stuff delivered at home, they click and collect and they go into the shop. And it’s as simple as that. If you serve them in a connected way they just do more of what they’re trying to do.”

Tesco digital services now cover the following areas:

  • Real Food magazine app available on Hudl and other tablets LIVE
  • One-touch shopping add-to-basket function for recipes – LIVE
  • Click & Collect available at 232 locations and Click & Collect for general merchandise at 1,750– LIVE
  • Clubcard check in – a map app to find products in store when customers check- PILOT
  • Clubcard product prompting – where Tesco will send Clubcard coupons to customer mobiles – PILOT
  • Scan as you Shop Mobile for customers in-store who use their device to scan items as they go – PILOT
  • Tesco digital wallet to enable checkout purchase via mobile – LAUNCHING SOON
  • Receiving receipt to account – LAUNCHING SOON

Source: Computer Weekly