Tesco introduces T Digital brand to bolster digital credentials

Tesco has rebranded its group digital product team to T Digital and is launching a mentorship scheme for tech job seekers as part of plans to change how it is viewed among the tech community from a bricks and mortar retailer to a tech-focused business. 

Tesco wants to be known as a tech company through innovations such as Hudl.

The aim is to align its group digital product division, which is working on areas including digital Clubcard, the Tesco website and mobile apps, with other divisions including Blinkbox, Tesco Direct, international grocery and Hudl.

Speaking to Marketing Week, Tesco’s recruitment manager for group digital product Marcus Bennett says the move is part of Tesco’s plans to become a leading multichannel retailer. To do that it is bringing more of its digital development work in house and therefore needs to attract top tech talent, including people that would never before have thought of working at Tesco.

“Tesco was originally seen as a bricks and mortar retail company, not an exciting tech proposition. Just like Amazon is a tech business that happens to operate in digital, T Digital positions Tesco as becoming a tech-focused business that happens to operate in retail,” adds Bennett.

As part of that, Tesco has joined up with mentorship scheme SixP.me, launching a brand page that allows users to explore the company, its culture and future plans; get career advice and ultimately find a job with the retailer. It also shows all the jobs available at T-Digital.

Currently four members of T Digital are mentors on the platform but the hope is to add more from across the business. They will be encouraged to write blogs about their experiences and attend events where they can speak to prospective employees, both at graduate level and those further along in their careers.

“Our mission is to try and educate people about T Digital. Before the only way to do that was to go to the Tesco website but only people that want to work for Tesco would go there. Our target audience doesn’t think of Tesco. SixP.me works as an addition to the Tesco website where people can learn about our proposition. 

”This is a great way to brand what we do, the culture and what it’s like to work here,” says Bennett.

This is the latest attempt by Tesco to reach out to the tech community. It has already launched an innovation lab and has run TJAM hacks.

Tesco’s multi-channel performance has offered the struggling supermarket some respite in a year that has seen it return declining sales. Online sales were up 11 per cent last year. It has sold more than 500,000 Hudl tablets and has plans for a follow-up, as well as its own smartphone.