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Tesco steps up social marketing with new Facebook page

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Tesco has launched an official Facebook page as part of its strategy to expand its social media community. The page brings together Tesco’s existing Facebook pages and the aim is to further develop online relationships with customers.

Marketing activities tailored to Facebook fans are in the pipeline including exclusive offers and promotions. The Facebook pages will also be used to communicate Clubcard promotions, promote charity activities and to answer customer service enquiries.

Existing Tesco Facebook pages cater for fans of beauty, clothing, green living, pets, mobile and Tesco diets. A Tesco spokeswoman said: “Customers want to know what Tesco is offering on a massive range of topics - from our role in the community through to Clubcard offers. We’ve created this site to bring together all the Tesco online communities - such as Real Food, Clubcard and Race for Life - and to make it easier for customers to talk to us about what interests them.”

Tesco is also working to drive personalisation of its Clubcard offers, and is planning to personalise offers to individual members of the loyalty scheme, rather than tailor to consumer groups divided by type.

Tesco is also gearing up to make the loyalty card more interactive, taking advantage of the ability to generate offers digitally via email, Facebook and mobile. Clubcard is already integral to Tesco’s multichannel operation. Vouchers can be spent online or in store, and more than a million people use the Clubcard smartphone app.

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