Tesco to ramp up personalisation through mobile

Tesco is looking to increase the level of personalisation in its mobile marketing in a bid to make the channel more effective and improve the experience for customers.

tesco mobile

The supermarket has appointed former O2 marketer Mark Cody to head up its mobile marketing functions in a new senior marketing manager role within the UK marketing team.

The role has been created as Tesco looks to improve its marketing via mobile and increase the level of personalisation in its communications.

Cody will also consult with departments across the wider business on issues relating to mobile marketing.

A Tesco spokesperson says: “This is a new role to lead on how Tesco can make the most of mobile as a channel to market to new, and retain existing, customers.”

The move is part of Tesco’s efforts to make its marketing “better, clearer and more relevant” in response to falling sales and profit.

Kenny Jacobs, Tesco brand communications director, has also signalled a move towards using more local and regional marketing as part of its wider efforts to make Tesco marketing “warmer, more fun and more engaging”.

Yesterday, (2 May) the supermarket revealed two national TV ads to champion its recently launched Everyday Value range.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here