How Tesco used branded community to connect to customers, Case Study, Dinko Svetopetric, MRevolution


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Kakšen je pravi način za oblikovanje vrednosti po meri potrošnika? Testiranje, prilagajanje in kombinacija tehničnih podatkov s ključnimi dejavniki nakupa so nekateri izmed možnih odgovorov.

Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.

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How Tesco used branded community to connect to customers, Case Study, Dinko Svetopetric, MRevolution

  1. 1. How Tesco used branded community to connect to customers Case Study Dinko Svetopetric, MRevolution May 2014
  2. 2. Agenda 1. Context 2. The story of Tesco insight community 3. What was achieved? 4. Conclusion, Q &A Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  3. 3. Intro – who we are? Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  4. 4. Founded 1919 in London, UK. One of leading global grocery retailers. 12 countries in Europe and Asia. Tesco in Poland • since 1996 • 450 retail outlets • >5m consumers weekly • multi-format (gas stations, small shops, hypermarkets) • e-shopping • financial services Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  5. 5. • Online shop & delivery in major cities • ClubCard loyalty programme Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  6. 6. Meet Tesco brand heroes • Household name with Polish consumers • Used across Tesco comms • Own lingo Dinko Svetopetric @DinkoSvet
  7. 7. About us MRevolution is a tech based insight specialist focused on New Europe markets. Based in Warsaw, Poland Vision Critical certified partner for Central and Eastern Europe Buzz Central partner in CEE Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  8. 8. Why Poland? Why now? Crisis. What crisis? Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  9. 9. Access Panel • Quant focus • Big (20.000 – 500.000) • Idea Testing • Tracking • validation • External sources MROC / Community • Qual Focus • small (50 - 500) • Innovation • Co-creation • Idea Generating • Listening Positioning Tesco insight community as a long-term branded custom panel Insight Community • Quant & Qual • Small MROC groups on demand • Thousands of Members • Testing, validating, monitoring • Idea Testing, Innovation & Design Testing, Tracking, active dialogue Positioning Tesco Community
  10. 10. Your Customers Why we chose the community? Highly Engaging Participation and Engagement Management Deep Customer Profiles Progressive profiling to learn more and more about your customers over time. Add meaningful data from existing business systems to complete customer segment profiles. Better Insight for Better Business Decisions Longitudinal relationship driven insight that builds on itself over time
  11. 11. How Do We Do It? Collective Consumer Wisdom through Insight Communities: Creating Tesco longitudinal customer database - enable continuous conversation, learning & insight
  12. 12. Behavioral data Ad-hoc Shopper data A break from the past The Community Way Projects silos by department Closed model Insight Better engagement into faster and better insight, to more engagement, which enables more informed business decisions The Old Way INSIGHT COMMUNITY
  13. 13. Benefits of Insight Community approach Longitudinal customer opinions Increased insight efficiency Speed fast data in, faster data out Engaging customer experiences Deeper customer profiles Faster & Smarter Business Decisions
  14. 14. Vision Critical Technology Platform Support Recruitment Community Mgmt Project Mgmt Research Support Research Community Mgmt Project Mgmt Internal stakeholder mgmt ClubCard Roles & Responsibilities
  15. 15. Brand heroes got research jobs
  16. 16. Tesco KET community was born
  17. 17. Branded PRIVATE Member login Community invite Additional info ‚Tesco Experts Club’. Exclusive. Invite only.
  18. 18. Challenges... • Legal – individual data protection laws • Recruitment – size matters • Insight needs – integrate research with hard data Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  19. 19. ...and solutions Legal... • Hosting in the EU • Privacy & GIODO Recruitment... • Use existing data sources • Leverage current online assets Insight needs... • Integrate with loyalty database
  20. 20. Creating value for the customer • Data collection challenges – Quick-Polls – Fun surveys – Co-creation – Discussion platform • Analysing data – Merge of loyalty & MR – Tracking reports • Sharing Reports – Community-Dashboards Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  21. 21. Member engagement • Plan ahead • Personalize • Celebrate engagement • Provide feedback • Exclusive content • Own lingo
  22. 22. Member engagement Personalized portal Creat exclusive content & mix with existing Keep the conversation going Update and re-fresh the portal frequently Make it easy for members to share and co-create
  23. 23. Member engagement Newsletter Share study results Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  24. 24. Member engagement Member of the month Use multi-media to talk to members
  25. 25. Engagement: visual questions
  26. 26. ...and mobile
  27. 27. What do the members say?
  28. 28. Members love it! • Very high response rates: >50% av. competion rate • High member satisfaction: 1% drop- out rate Some testimonials: ‚I am glad that Klub Ekspertów Tesco was launched. Everyone now can express their opinion and suggest things, in order to make shopping atTesco nicer and better.’ ‚I love the idea of adding dialogues to Tesco characters by us. This is creative.’ ‚This was a great idea, and I will gladly take part in future activities.’ Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  29. 29. What is new? • Integration of MR (qual, quant), co- creation and hard data • Insight function helping to build the brand • Gamification - involving shoppers in your category challenge • Customer journey: learn over time • Engage: make customer feel special • Instant access to your customers Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
  30. 30. Conclusions • Consumers love it. Response rates superior to other methods. • Win for Tesco: by being brave and using new approach Tesco has improved its insight function and found a new way to communicate with its customers • Adding value to suppliers of Tesco • 360 customer view: Direct connection between behavioral and attitudinal data Dinko Svetopetric @DinkoSvet Tesco Case Study,May 2014
  31. 31. Thank you! @DinkoSvet