camerjam mobile for the cultural sector tesco
TRANSCRIPT
Tesco‟s journey into
m-commerce
Ed Hodges
Mobile Consultant, Tesco
• 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:
• Huge success with 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:
Ok, so we‟re going to do mobile.
How do we grow beyond the
existing online strategy?
• 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:
How are we getting
there?We’re exploring different styles across different platforms.
How are we getting there?
iPad: Designed to be a more immersive experience.
How are we getting
there?Mobile Web enables ‘quick & often’ across feature phones
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:
