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Content Marketing: 3 Takeaways from Tesco's

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From Customer Magazine to Content Marketing Machine: Concise Tesco Case Study featuring 3 Key Takeaways

From Customer Magazine to Content Marketing Machine: Concise Tesco Case Study featuring 3 Key Takeaways

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  • 1. TESCO sQills’ @frankdelmelle, 27 June 2014 From Customer Magazine to Content Marketing Machine 1 Case Study / 3 Key Takeaways
  • 2. Search CRM Last year’s customer magazine (print only) Social
  • 3. Tesco’s FOOD FAMILY LIVING magazine Social CRM Search Findable owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e- shop); http://www.tesco.com/groceries/; http://realfood.tesco.com; http:// realfood.tesco.com/recipes.html; http://realfood.tesco.com/our-food.html; http:// realfood.tesco.com/videos-and-tips.html; http://realfood.tesco.com/healthy- eating.html; http://realfood.tesco.com/cooking-with-kids.html; http:// realfood.tesco.com/whats-in-season.html; https://realfood.tesco.com/world- flavours-competition.html; http://realfood.tesco.com/magazine-archive.html; http:// realfood.tesco.com/blog.html; http://www.tescoliving.com/food-and-living; http:// www.tescobank.com; http://www.tesco.com/wine/zone/default.aspx? name=magazine; http://www.tesco.com/babyclub/; http://www.tesco-baby.com/ recipes/; http://www.tescohealthandwellbeing.com; http:// www.tescohealthandwellbeing.com/food/healthy-recipes (e.a.!); http:// www.tescohealthandwellbeing.com/advice; http://www.clothingattesco.com ; http://www.clothingattesco.com/m/page/home (mobile site); http:// www.clothingattesco.com/inspire-me/inspire-me-landing-page/page/inspire-me; http://www.tescoopticians.com; http://www.tescoopticians.com/help-and-advice/; (functional / web tools); http://realfood.tesco.com/meal-planner.html; http:// www.tescocompare.com; http://www.tescohealthandwellbeing.com/calorie-counter; http://www.tescohealthandwellbeing.com/food/diet-plans; (corporate); http:// www.tescoplc.com; https://www.tescoplc.com/talkingshop/index.asp (corporate blog); http://www.tescoplc.com/index.asp?pageid=187 (corporate videos); (communities / projects); http://www.eathappyproject.com; http:// www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/ resource-hub/online-field-trips/; http://www.eathappyproject.com/resource-hub/ lesson-plans/; http://www.eathappyproject.com/resource-hub/recipes/; http:// www.eathappyproject.com/the-eat-happy-project/faq/; (events); http:// www.eathappyproject.com/resource-hub/events/; (co-owned/partnered/sponsored) http://www.diabetes.org.uk/Tesco; http://www.tesco.com/raceforlife/ http:// raceforlife.cancerresearchuk.org/blog/index.html https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/ user/Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts; http://www.pinterest.com/TESCOfood/; https://twitter.com/TescoFood; http:// www.youtube.com/user/Tescofoodandwine; http://www.pinterest.com/tesco/health- wellbeing/; https://www.facebook.com/pages/Tesco-Health-Wellbeing/433603290038761; https://twitter.com/TescoHealth; http://plus.google.com/107447113825650025140; https:// www.youtube.com/user/EatHappyProject; https://plus.google.com/+EatHappyProject/ posts; https://twitter.com/EatHappyProject; https://twitter.com/TescoLiving; https:// www.youtube.com/user/Tescolifestyle; http://www.facebook.com/raceforlife; https:// twitter.com/raceforlife; http://www.youtube.com/user/raceforlife; https://plus.google.com/ 106422310971611469045/videos; http://www.youtube.com/user/Tescomedia; http:// www.linkedin.com/company/3266; https://www.flickr.com/photos/tescomedia; https:// twitter.com/tescomedia; https://twitter.com/TescoandSociety; https://www.facebook.com/ ff; https://twitter.com/fandfclothing; http://ff.tumblr.com; http://www.pinterest.com/ fandfclothing/; http://www.youtube.com/user/FandFClothing; https://plus.google.com/ +fandfclothing/posts; https://www.facebook.com/TescoOpticians; https://twitter.com/ TescoOpticians; https://www.facebook.com/TescoOpticians/app_151858328287166 (Instagram); https://www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)   (Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/favourites/default.aspx; http://www.tescoliving.com/saved-items; https:// secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/deals; http:// www.blinkbox.com; http://www.tesco.com/clubcard/baby-club/; http://www.tescohealthandwellbeing.com/ community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/login (Become a member / Login with Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/ downloads-and-resources/;https://www.tescoopticians.com/BookAnAppointment/; http:// raceforlife.cancerresearchuk.org (sign up for event);  (e-mail) http://www.tesco.com/clubcard/email-sign-up/ (Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https:// realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully synchs with your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, Cooking With Kids App, Tesco Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http:// www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl = 7" Android tablet by Tesco = "One-touch Tesco")  
  • 4. http://youtu.be/jXtEeMqq6Tg
  • 5. Tesco Content Marketing CONTEXT (°Q3 2013-) “While still the UK’s biggest supermarket, Tesco has been having a pretty rough year (2013). Sales are the lowest they’ve been in over a decade, with a 3.1% decrease since last summer (2013). A big reason for the dip, which translates to 1 million fewer customers per week, is the rise of deeply discounted retailers like ALDI AND LIDL.” Anastasia Dyakovskaya, NewsCred http://blog.newscred.com/article/everyday-value-tescos-customer- care-content-marketing/b9c6d601a8bf303dcffbf0fd518d006f
  • 6. ”Tesco has slashed many of its own prices in an attempt to counter competitors, but the company knows that THIS ALONE IS NOT ENOUGH. (...)” Anastasia Dyakovskaya, NewsCred http://blog.newscred.com/article/everyday-value-tescos-customer- care-content-marketing/b9c6d601a8bf303dcffbf0fd518d006f Tesco Content Marketing CONTEXT (°Q3 2013-)
  • 7. Tesco increased its content marketing investments Q3 2013* TO COUNTER FALLING SALES and a declining market share See http://www.marketingweek.co.uk/news/tesco-boss-issues-robust-defence-of- marketing-strategy/4008799.article *A.o. multichannel relaunch of Tesco Magazine Sept. 2013 >> Tesco Content Marketing CONTEXT (°Q3 2013-)
  • 8. Tesco Content Marketing CONTEXT (°Q3 2013-) “(...) Tesco is reinforcing its commitment to its customers by putting their behavior, needs and desires first in the marketing mix. THERE’S NOTHING MORE VALUABLE THAN FEELING VALUED, AND TESCO SUCCEEDS IN GIVING THEIR BUYERS JUST THAT FEELING.” Anastasia Dyakovskaya, NewsCred http://blog.newscred.com/article/everyday-value-tescos-customer- care-content-marketing/b9c6d601a8bf303dcffbf0fd518d006f
  • 9. 3 Key Takeaways from TESCO
  • 10. #1. ”Inspire”
  • 11. “It’s important for a brand to make a buyer feel like a person instead of just another wallet in the crowd, and Tesco does so again and again.” Anastasia Dyakovskaya, NewsCred
  • 12. Social CRM Search Owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e-shop); http://www.tesco.com/groceries/; http://realfood.tesco.com; http:// realfood.tesco.com/RECIPES.html; http://realfood.tesco.com/our-food.html; http:// realfood.tesco.com/videos-and-tips.html; http://realfood.tesco.com/healthy- eating.html; http://realfood.tesco.com/COOKING-WITH-KIDS.html; http:// realfood.tesco.com/whats-in-season.html; https://realfood.tesco.com/world- FLAVOURS-competition.html; http://realfood.tesco.com/magazine-archive.html; http://realfood.tesco.com/blog.html; http://www.TESCOLIVING.com/food-and-living; http://www.tescobank.com; http://www.tesco.com/WINE/zone/default.aspx? name=magazine; http://www.tesco.com/babyclub/; http://www.tesco-baby.com/ recipes/; http://www.tescohealthandwellbeing.com; http:// www.tescohealthandwellbeing.com/food/HEALTHY-RECIPES (e.a.!); http:// www.tescohealthandwellbeing.com/ADVICE; http://www.clothingattesco.com ; http://www.clothingattesco.com/m/page/home (mobile site); http:// www.clothingattesco.com/INSPIRE-ME/INSPIRE-ME-landing-page/page/inspire- me; http://www.tescoopticians.com; http://www.tescoopticians.com/help-and- advice/; (functional / web tools); http://realfood.tesco.com/meal-planner.html; http://www.tescocompare.com; http://www.TESCOHEALTHANDWELLBEING.com/ calorie-counter; http://www.tescohealthandwellbeing.com/food/DIET-PLANS; (corporate); http://www.tescoplc.com; https://www.tescoplc.com/talkingshop/ index.asp (corporate blog); http://www.tescoplc.com/index.asp?pageid=187 (corporate videos); (communities / projects); http://www.EATHAPPYPROJECT.COM; http://www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/ resource-hub/online-field-trips/; http://www.eathappyproject.com/resource-hub/ lesson-plans/; http://www.eathappyproject.com/resource-hub/recipes/; http:// www.eathappyproject.com/the-eat-happy-project/faq/; (events); http:// www.eathappyproject.com/resource-hub/events/; (co-owned/partnered/sponsored) http://www.diabetes.org.uk/Tesco; http://www.tesco.com/raceforlife/ http:// raceforlife.cancerresearchuk.org/blog/index.html https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/user/ Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts; http:// www.PINTEREST.COM/TESCOFOOD/; https://twitter.com/TescoFood; http:// www.youtube.com/user/Tescofoodandwine; http://www.pinterest.com/tesco/health- wellbeing/; https://WWW.FACEBOOK.COM/PAGES/TESCO-HEALTH-WELLBEING/ 433603290038761; https://twitter.com/TescoHealth; http://plus.google.com/ 107447113825650025140; https://WWW.YOUTUBE.COM/USER/EATHAPPYPROJECT; https://plus.google.com/+EatHappyProject/posts; https://twitter.com/EatHappyProject; https://twitter.com/TescoLiving; https://www.youtube.com/user/TescoLIFESTYLE; http:// www.facebook.com/raceforlife; https://twitter.com/raceforlife; http://www.youtube.com/ user/raceforlife; https://plus.google.com/106422310971611469045/videos; http:// www.youtube.com/user/Tescomedia; http://www.linkedin.com/company/3266; https:// www.flickr.com/photos/tescomedia; https://twitter.com/tescomedia; https://twitter.com/ TescoandSociety; https://www.facebook.com/ff; http://ff.TUMBLR.com; http:// www.pinterest.com/fandfclothing/; https://twitter.com/fandfclothing; http:// www.youtube.com/user/FandFClothing; https://plus.google.com/+fandfclothing/ posts; https://www.facebook.com/TescoOpticians; https://twitter.com/TescoOpticians; https://www.facebook.com/TescoOpticians/app_151858328287166 (INSTAGRAM); https:// www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)   (Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/favourites/default.aspx; http://www.tescoliving.com/saved-items; https:// secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/DEALS; http:// www.blinkbox.com; http://www.tesco.com/clubcard/baby-club/; http://www.tescohealthandwellbeing.com/ community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/login (Become a member / Login with Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/RESOURCE-HUB/ downloads-and-resources/;https://www.tescoopticians.com/BookAnAppointment/; http:// raceforlife.cancerresearchuk.org (sign up for EVENT);  (e-mail) http://www.tesco.com/clubcard/email-sign-up/ (CLUBCARD NEWSLETTER); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https://realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully synchs with your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, COOKING WITH KIDS APP, TESCO DISCOVER APP, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http://www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl = 7" Android tablet by Tesco = "One-touch Tesco")   INSPIRATION
  • 13. #1. ”Inspire” "Tesco's Food Family Living Magazine – incl. website and social platforms - is packed with IDEAS TO HELP CUSTOMERS enjoy great food experiences, from planning the weekly shop to cooking nutritious meals to share with friends and family.” http://www.cedarcom.co.uk/ news/introducing-the-all-new- tesco-magazine.html
  • 14. “June 23rd (2014) Tesco has launched its first ever beauty tablet magazine, Beauty at Tesco, filled with insider know-how and INSPIRATION to help readers look and feel beautiful” the-cma.com/news http://www.the-cma.com/news/tesco-and-cedar- launch-innovative-new-summer-beauty-app #1. ”Inspire”
  • 15. “(...) From prepping your body and staying safe in the sun to how to work the latest make-up, hair and nail trends with confidence. You can also discover the best new beauty buys, and find out what our readers think of the latest nail polishes and self-tans – all from the comfort of your sofa. Or you may choose to download it for on-the-go reading. (...)” #1. ”Inspire” “(...) Have a look at our step-by-step video tutorials with industry experts (...). Pick up some new tricks, and then try the looks out for yourself. There are also two great competitions in the summer app – enter to win a beauty goodie bag of make-up and other treats, plus there are...” http:// www.tescoliving.com/ beauty/blog/2014/june/ your-brand-new-beauty-fix
  • 16. Tesco’s Eat Happy Project: INSPIRING / edutaining kids (& teachers) to have a happier healthier relationship with food #1. ”Inspire” http://www.krishna.me/ 2014/tesco-eat-happy- project/
  • 17. #2. ”Get personal”
  • 18. FOOD FAMILY LIVING Magazine Social CRM Search Findable owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e- shop); http://www.tesco.com/groceries/; http://realfood.tesco.com; http:// realfood.tesco.com/recipes.html; http://realfood.tesco.com/our-food.html; http:// realfood.tesco.com/videos-and-tips.html; http://realfood.tesco.com/healthy- eating.html; http://realfood.tesco.com/cooking-with-kids.html; http:// realfood.tesco.com/whats-in-season.html; https://realfood.tesco.com/world- flavours-competition.html; http://realfood.tesco.com/magazine-archive.html; http:// realfood.tesco.com/blog.html; http://www.tescoliving.com/food-and-living; http:// www.tescobank.com; http://www.tesco.com/wine/zone/default.aspx? name=magazine; http://www.tesco.com/babyclub/; http://www.tesco-baby.com/ recipes/; http://www.tescohealthandwellbeing.com; http:// www.tescohealthandwellbeing.com/food/healthy-recipes (e.a.!); http:// www.tescohealthandwellbeing.com/advice; http://www.clothingattesco.com ; http://www.clothingattesco.com/m/page/home (mobile site); http:// www.clothingattesco.com/inspire-me/inspire-me-landing-page/page/inspire-me; http://www.tescoopticians.com; http://www.tescoopticians.com/help-and-advice/; (functional / web tools); http://realfood.tesco.com/meal-planner.html; http:// www.tescocompare.com; http://www.tescohealthandwellbeing.com/calorie-counter; http://www.tescohealthandwellbeing.com/food/diet-plans; (corporate); http:// www.tescoplc.com; https://www.tescoplc.com/talkingshop/index.asp (corporate blog); http://www.tescoplc.com/index.asp?pageid=187 (corporate videos); (communities / projects); http://www.eathappyproject.com; http:// www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/ resource-hub/online-field-trips/; http://www.eathappyproject.com/resource-hub/ lesson-plans/; http://www.eathappyproject.com/resource-hub/recipes/; http:// www.eathappyproject.com/the-eat-happy-project/faq/; (events); http:// www.eathappyproject.com/resource-hub/events/; (co-owned/partnered/sponsored) http://www.diabetes.org.uk/Tesco; http://www.tesco.com/raceforlife/ http:// raceforlife.cancerresearchuk.org/blog/index.html https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/ user/Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts; http://www.pinterest.com/TESCOfood/; https://twitter.com/TescoFood; http:// www.youtube.com/user/Tescofoodandwine; http://www.pinterest.com/tesco/health- wellbeing/; https://www.facebook.com/pages/Tesco-Health-Wellbeing/433603290038761; https://twitter.com/TescoHealth; http://plus.google.com/107447113825650025140; https:// www.youtube.com/user/EatHappyProject; https://plus.google.com/+EatHappyProject/ posts; https://twitter.com/EatHappyProject; https://twitter.com/TescoLiving; https:// www.youtube.com/user/Tescolifestyle; http://www.facebook.com/raceforlife; https:// twitter.com/raceforlife; http://www.youtube.com/user/raceforlife; https://plus.google.com/ 106422310971611469045/videos; http://www.youtube.com/user/Tescomedia; http:// www.linkedin.com/company/3266; https://www.flickr.com/photos/tescomedia; https:// twitter.com/tescomedia; https://twitter.com/TescoandSociety; https://www.facebook.com/ ff; https://twitter.com/fandfclothing; http://ff.tumblr.com; http://www.pinterest.com/ fandfclothing/; http://www.youtube.com/user/FandFClothing; https://plus.google.com/ +fandfclothing/posts; https://www.facebook.com/TescoOpticians; https://twitter.com/ TescoOpticians; https://www.facebook.com/TescoOpticians/app_151858328287166 (Instagram); https://www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)   (Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/favourites/default.aspx; http://www.tescoliving.com/saved-items; https:// secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/deals; http:// www.blinkbox.com; http://www.tesco.com/clubcard/baby-club/; http://www.tescohealthandwellbeing.com/ community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/login (Become a member / Login with Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/ downloads-and-resources/;https://www.tescoopticians.com/BookAnAppointment/; http:// raceforlife.cancerresearchuk.org (sign up for event);  (e-mail) http://www.tesco.com/clubcard/email-sign-up/ (Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https:// realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully synchs with your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, Cooking With Kids App, Tesco Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http:// www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl = 7" Android tablet by Tesco = "One-touch Tesco")  
  • 19. #2. ”Get personal” ONE-TO-ONE content °DATA / CRM (Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/FAVOURITES/default.aspx; http://www.tescoliving.com/saved-items; https://secure.tesco.com/REGISTER; http://www.tesco.com/ CLUBCARD; http://www.tesco.com/clubcard/deals; http://www.blinkbox.com; http://www.tesco.com/ clubcard/BABY-CLUB/; http://www.tescohealthandwellbeing.com/community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/LOGIN (Become a member / Login with Facebook); https:// www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/downloads-and- resources/;https://www.tescoopticians.com/BookAnAppointment/; http:// raceforlife.cancerresearchuk.org (sign up for event);  (e-mail) http://www.tesco.com/clubcard/EMAIL- SIGN-UP/ (Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https://realfood.tesco.com/ -> FACEBOOK CONNECT; http:// www.tescohealthandwellbeing.com/APP ("app fully synchs with your desktop account”); (mobile); http:// www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, Cooking With Kids App, Tesco Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http://www.tesco.com/ apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl = 7" Android tablet by Tesco = "One-touch Tesco")  
  • 20. “Tesco buys into big data to make marketing MORE PERSONALISED” (April 2014) http://www.marketingweek.co.uk/disciplines/ data-/-crm-/-loyalty/news/tesco-buys-into-big- data-to-make-marketing-more-personalised/ 4009976.article #2. ”Get personal”
  • 21. “Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, WITH PERSONALISED COMMUNICATIONS THAT ARE VALUABLE AND MEANINGFUL. Our observed campaigns to date have shown that increased relevance leads to significantly better engagement and response rates. Doing that at a scale of more than a billion people is unprecedented.” Simon Hay, CEO of Tesco subsidiary Dunnhumby, “the world’s leading customer science company” http://www.marketingweek.co.uk/disciplines/data-/-crm-/-loyalty/news/tesco-buys-into-big-data- to-make-marketing-more-personalised/4009976.article #2. ”Get personal”
  • 22. “Tesco also announced plans to launch a “digital Clubcard” that will allow customers TO PERSONALISE THEIR LOYALTY PROGRAMMES AND EARN AND REDEEM POINTS AND VOUCHERS IN STORE VIA THEIR MOBILE DEVICE.” http://www.marketingweek.co.uk/disciplines/data-/-crm-/-loyalty/news/tesco- buys-into-big-data-to-make-marketing-more-personalised/4009976.article #2. ”Get personal”
  • 23. BTW: Tesco has its own 7” Android Tablet App ‘by Tesco’: the Hudl, enabling ‘ONE-TOUCH TESCO’ One unique feature of the Hudl is the little button that opens up a whole world of Tesco. With a quick tap, you can be shopping, downloading movies, watching the latest TV boxsets or listening to music.” http://www.tesco.com/direct/hudl/#apps-media?hudlpage:appsmedia #2. ”Get personal”
  • 24. #3. ”Orchestrate”
  • 25. FOOD FAMILY LIVING magazine Findable owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e- shop); http://www.tesco.com/groceries/; http://realfood.tesco.com; http:// realfood.tesco.com/recipes.html; http://realfood.tesco.com/our-food.html; http:// realfood.tesco.com/videos-and-tips.html; http://realfood.tesco.com/healthy- eating.html; http://realfood.tesco.com/cooking-with-kids.html; http:// realfood.tesco.com/whats-in-season.html; https://realfood.tesco.com/world- flavours-competition.html; http://realfood.tesco.com/magazine-archive.html; http:// realfood.tesco.com/blog.html; http://www.tescoliving.com/food-and-living; http:// www.tescobank.com; http://www.tesco.com/wine/zone/default.aspx? name=magazine; http://www.tesco.com/babyclub/; http://www.tesco-baby.com/ recipes/; http://www.tescohealthandwellbeing.com; http:// www.tescohealthandwellbeing.com/food/healthy-recipes (e.a.!); http:// www.tescohealthandwellbeing.com/advice; http://www.clothingattesco.com ; http://www.clothingattesco.com/m/page/home (mobile site); http:// www.clothingattesco.com/inspire-me/inspire-me-landing-page/page/inspire-me; http://www.tescoopticians.com; http://www.tescoopticians.com/help-and-advice/; (functional / web tools); http://realfood.tesco.com/meal-planner.html; http:// www.tescocompare.com; http://www.tescohealthandwellbeing.com/calorie-counter; http://www.tescohealthandwellbeing.com/food/diet-plans; (corporate); http:// www.tescoplc.com; https://www.tescoplc.com/talkingshop/index.asp (corporate blog); http://www.tescoplc.com/index.asp?pageid=187 (corporate videos); (communities / projects); http://www.eathappyproject.com; http:// www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/ resource-hub/online-field-trips/; http://www.eathappyproject.com/resource-hub/ lesson-plans/; http://www.eathappyproject.com/resource-hub/recipes/; http:// www.eathappyproject.com/the-eat-happy-project/faq/; (events); http:// www.eathappyproject.com/resource-hub/events/; (co-owned/partnered/sponsored) http://www.diabetes.org.uk/Tesco; http://www.tesco.com/raceforlife/ http:// raceforlife.cancerresearchuk.org/blog/index.html https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/ user/Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts; http://www.pinterest.com/TESCOfood/; https://twitter.com/TescoFood; http:// www.youtube.com/user/Tescofoodandwine; http://www.pinterest.com/tesco/health- wellbeing/; https://www.facebook.com/pages/Tesco-Health-Wellbeing/433603290038761; https://twitter.com/TescoHealth; http://plus.google.com/107447113825650025140; https:// www.youtube.com/user/EatHappyProject; https://plus.google.com/+EatHappyProject/ posts; https://twitter.com/EatHappyProject; https://twitter.com/TescoLiving; https:// www.youtube.com/user/Tescolifestyle; http://www.facebook.com/raceforlife; https:// twitter.com/raceforlife; http://www.youtube.com/user/raceforlife; https://plus.google.com/ 106422310971611469045/videos; http://www.youtube.com/user/Tescomedia; http:// www.linkedin.com/company/3266; https://www.flickr.com/photos/tescomedia; https:// twitter.com/tescomedia; https://twitter.com/TescoandSociety; https://www.facebook.com/ ff; https://twitter.com/fandfclothing; http://ff.tumblr.com; http://www.pinterest.com/ fandfclothing/; http://www.youtube.com/user/FandFClothing; https://plus.google.com/ +fandfclothing/posts; https://www.facebook.com/TescoOpticians; https://twitter.com/ TescoOpticians; https://www.facebook.com/TescoOpticians/app_151858328287166 (Instagram); https://www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)   (Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/favourites/default.aspx; http://www.tescoliving.com/saved-items; https:// secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/deals; http:// www.blinkbox.com; http://www.tesco.com/clubcard/baby-club/; http://www.tescohealthandwellbeing.com/ community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/login (Become a member / Login with Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/ downloads-and-resources/;https://www.tescoopticians.com/BookAnAppointment/; http:// raceforlife.cancerresearchuk.org (sign up for event);  (e-mail) http://www.tesco.com/clubcard/email-sign-up/ (Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https:// realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully synchs with your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, Cooking With Kids App, Tesco Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http:// www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl = 7" Android tablet by Tesco = "One-touch Tesco")   Social CRM Search
  • 26. #3. ”Orchestrate” “Customers told us they wanted more content, more frequently, across more channels; so that’s what we have created.” Maureen Rice, Editor-in-chief at Cedar http://www.cedarcom.co.uk/news/introducing-the-all-new-tesco-magazine.html
  • 27. #3. ”Orchestrate”
  • 28. “The new magazine brings together Tesco Real Food and the old style A5 Tesco magazine, both bi-monthly titles, to give customers a LARGER, UNIFIED PRINT TITLE produced 10 times a year.” http://www.cedarcom.co.uk/news/introducing- the-all-new-tesco-magazine.html #3. ”Orchestrate”
  • 29. “The new magazine comes in PRINT AND TABLET FORM, with an augmented reality cover and click-to-buy features delivered using the Metaio platform and the TESCO DISCOVER APP.” http://www.cedarcom.co.uk/news/introducing- the-all-new-tesco-magazine.html #3. ”Orchestrate”
  • 30. “The magazine launches ALONGSIDE A NEW CONTENT HUB AT TESCOLIVING.COM, which delivers food and lifestyle content through a single portal.” http://www.cedarcom.co.uk/news/ introducing-the-all-new-tesco- magazine.html #3. ”Orchestrate”
  • 31. “There are also 35 new RECIPE VIDEOS, including brand new interactive YouTube videos where the customer can click menus within the visuals to choose which recipe they want to learn more about. This in addition to over 300 existing videos covering recipes, cookalongs and provenance pieces showing where our food comes from.” http://www.cedarcom.co.uk/news/introducing-the-all-new-tesco-magazine.html #3. ”Orchestrate”
  • 32. “Customers share Tesco inspiration across SIX SOCIAL CHANNELS – Twitter, YouTube, Pinterest, Instagram, Facebook and Google+.” http://www.cedarcom.co.uk/news/ introducing-the-all-new-tesco- magazine.html #3. ”Orchestrate”
  • 33. TESCO sQills’ @frankdelmelle, 27 June 2014 From Customer Magazine to Content Marketing Machine 1 Case Study / 3 Key Takeaways