Retail review – Tesco – Louise Garvin, Consulting Manager, Javelin Group – Digital in Store score 16/25 (IRM 54)
With the business now actively seeking to refocus on the customer experience we can be confident that there is more to come above and beyond a less shouty self-checkout voice! The Tesco turnaround is underway and trials and tests appear to be carving out the way forward for future digital interactions in stores. Digital is visibly at the heart of the thinking with plans to overhaul store wifi and plans to quadruple the amount of access points, but in practical terms, how the customer experience will evolve appears to be in trial mode.
Key digital interaction points such as click and collect for F&F and GM are relatively well established, and as a leader in the online grocery market the digital and operational strengths are evident. With the heritage of Clubcard the business has always had a capability to be personalised, it is now shaping the interaction to meet the needs of today’s consumers equipped with today’s technology.
As part of an iBeacon trial at its store in Chelmsford, messages were sent to customers when they arrived in-store to pick up orders, but it stopped short of sending targeted trading messages. Dynamic advertising is being trialled in the Hammersmith store to support F&F with weather related messaging as Tesco seeks to find the subtle balance of the relevant marketing message.
The Clubcard app is the key digital link in stores and holds the full personalised coupon library, but it doesn’t really push the customer to engage with the store environment or store tasks in any other way e.g. potentially digital tasks such as managing shopping lists.
This refocus on the customer experience, and the role digital has in supporting it, is key for the future of grocery. As FMCG players seek to get closer to customers, retail partners such as Tesco will no doubt be working doubly hard through tests and trials to better serve its customers.