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How Tesco used branded community to connect to customers, Case Study, Dinko Svetopetric, MRevolution
Tesco utilized a branded customer community to enhance engagement and insights, addressing various challenges such as legal and recruitment issues. This approach led to improved response rates, customer satisfaction, and deeper customer profiles, ultimately allowing Tesco to make more informed business decisions. The initiative demonstrated success by integrating qualitative and quantitative research methods while fostering direct consumer communication.
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How Tesco used branded community to connect to customers, Case Study, Dinko Svetopetric, MRevolution
- 1. How Tesco used brandedcommunity to connect to customers Case Study Dinko Svetopetric, MRevolution May 2014
- 2. Agenda 1. Context 2. Thestory of Tesco insight community 3. What was achieved? 4. Conclusion, Q &A Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
- 3. Intro – whowe are? Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
- 4. Founded 1919 inLondon, 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. • Online shop& delivery in major cities • ClubCard loyalty programme Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
- 6. Meet Tesco brandheroes • Household name with Polish consumers • Used across Tesco comms • Own lingo Dinko Svetopetric @DinkoSvet
- 7. About us MRevolution isa 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. Why Poland? Whynow? Crisis. What crisis? Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
- 9. Access Panel • Quantfocus • 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. Your Customers Why we chosethe 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. How Do WeDo It? Collective Consumer Wisdom through Insight Communities: Creating Tesco longitudinal customer database - enable continuous conversation, learning & insight
- 12. Behavioral data Ad-hoc Shopper data A break fromthe 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. Benefits of InsightCommunity 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. Vision Critical Technology Platform Support Recruitment CommunityMgmt Project Mgmt Research Support Research Community Mgmt Project Mgmt Internal stakeholder mgmt ClubCard Roles & Responsibilities
- 15. Brand heroes gotresearch jobs
- 16. Tesco KET communitywas born
- 17. Branded PRIVATE Member login Community invite Additionalinfo ‚Tesco Experts Club’. Exclusive. Invite only.
- 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. ...and solutions Legal... • Hostingin the EU • Privacy & GIODO Recruitment... • Use existing data sources • Leverage current online assets Insight needs... • Integrate with loyalty database
- 20. Creating value forthe 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. Member engagement • Planahead • Personalize • Celebrate engagement • Provide feedback • Exclusive content • Own lingo
- 22. Member engagement Personalized portal Createxclusive 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. Member engagement Newsletter Share studyresults Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014
- 24. Member engagement Member ofthe month Use multi-media to talk to members
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- 27. What do themembers say?
- 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. 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. Conclusions • Consumers loveit. 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
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