Tesco: ‘UK is quite boring when it comes to online food shopping’

Tesco’s online director says UK consumers are creatures of habit when it comes to online food shopping, leaving the grocer with a challenge to ensure it creates an easy shopping experience but can also provide some inspiration.

tesco-store-2014

Speaking at IGD’s online and digital summit in London today (19 November), Tesco’s online grocery development director Danielle Papagapiou said that while Tesco is looking to build engaging content into its ecommerce experience its priority is to design for the “hugely habitual nature” of consumers’ food shopping.

“The UK nation is really quite boring when it comes to food. Thinking about what people put in their basket, a lot of this is routine behaviour. We have to design for that.

“Not only that, we find customers sitting down to make an order at the same time and asking for the order at the same time. The habit and the nature of that experience, that rhythm, has to be part of everything we design,” she said.

With that in mind, Tesco revamped the iPad experience earlier this year to put “the things that matter to the customer at the heart of the journey”. The redesign is “simple and clean”, focusing on a customer’s delivery options, favourite products and the promotions they like.

Papagapiou admitted Tesco has “panicked” when it launched because there wasn’t a lot of trading space or room to communicate about all the promotions and other events going on. However, she claimed it had led to a “transformation” in engagement levels, with increased interactions, frequency of contact and value spend.

“They [customers] are rewarding us with more spend and more loyalty.

“They are using us like the list on the fridge. That is wonderful behaviour. If we can build that kind of relationship, that is the space where you have permission to start to provide inspiration, recommendation and new ideas,” she added.

Proving it can make shopping online with Tesco “easy and convenient” then gives the grocer the opportunity to show more content and to communicate what else is going on with the brand, said Papagapiou. She added that Tesco is looking to move away from “static content” to putting relevant content in the customer journey at the right time.

Tesco is looking at how it can work with external partners on this, holding its first digital summit last week. Other priorities include improving targeting, showing up relevant content based on what people are searching for.

Despite troubles in the wider Tesco group, the retailer’s online business is performing strongly with sales up 11% in its most recent quarter. However that is behind rivals such as Ocado, which posted an increase of 15.5%, and Asda on 19.6%.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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