tesco\'s journey into mobile commerce
Post on 01-Dec-2014
4.007 Views
Preview:
DESCRIPTION
TRANSCRIPT
• Sir Terry Leahy, Tesco’s ex-CEO, outlined mobile as a core strategy in 2010
• Development to be taken in-house
• Team to be built to handle delivery of apps to devices for next 10 years
• Production team works closely with R&D and Marketing to define current and future apps
• Real marketing commitment to educate and grow mobile – iPhone Barcode TV ad
How we started integrating m-commerce:
• 2 million app downloads•Multiple apps released across multiple platforms:• Tesco Groceries• Tesco Finder• Clubcard• Tesco Motoring• Tesco Recipes
•Mobile websites being rolled out e.g. Tesco Direct
Last 6 months results:
• Ordering between 40 and 70 grocery items takes up to an hour.
• Placing orders once a week or once a fortnight. Can’t get excited about much of it!
• Groceries are mainly “non-aspirational” products (e.g. toilet rolls, baked beans).
• Perceived as long and laborious task!
Research: From the Current Online Grocery Shop…
Source: Nick Lansley, Tesco R&D
• To bring about a step change in the customer experience online for grocery.
• To aim towards effortless grocery shopping.
• Move from long-and-laborious shopping to little-and-often shopping.
• To bring grocery home shopping to all kinds of internet-connected devices.
… to the PERFECT Online Grocery Shop
Source: Nick Lansley, Tesco R&D
How are we getting there?
We’ve built mobile applications that can do everything from ‘capture the moment’ right through to a full grocery shop:
So which is best? Mobile Web vs Native Apps
• Honestly? We’re playing both sides…
• Not sure which is best as both proving to be a success
• It appears there’s confidence in the mobile buying process, we have 10 years of education on the web to thank for that.
• ‘Little and often’ can be ‘big and often’ too…
• However, current payment methods are uncomfortable to use for both retailer or customer…
Things to consider when integrating your mobile channel:
• Gain buy-in right from the top, it will ease integration
• Understand who your customers are, it will enable you to make the right choice of platform
• Research what they want, it will help define & focus your first app
• If native app based, build for the App Stores where people have a propensity to consume apps
• If the app is transactional, carefully research payment options
In conclusion:
Thank you
Ed Hodges
ed@originmobile.com
@edward_hodges
top related