How Tesco used
branded community to
connect to customers
Case Study
Dinko Svetopetric, MRevolution June 2014
Agenda
1. Context
2. The story of Tesco insight community
3. What was achieved?
4. Conclusion, Q &A
Dinko Svetopetric @DinkoSvet Tesco Case Study, June 2014
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, June 2014
• Online shop & delivery in major cities
• ClubCard loyalty program
Dinko Svetopetric @DinkoSvet Tesco Case Study, June 2014
Meet Tesco brand heroes
• Household name with Polish consumers
• Used across Tesco comms
• Own lingo
Dinko Svetopetric @DinkoSvet
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
Dinko Svetopetric @DinkoSvet Tesco Case Study, June 2014
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
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
How Do We Do It?
Collective Consumer Wisdom through Insight Communities:
Creating Tesco longitudinal customer database - enable continuous conversation, learning &
insight
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
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
Vision Critical
Technology Platform
Support
Recruitment
Community Mgmt
Project Mgmt
Research
Support
Research
Community Mgmt
Project Mgmt
Internal stakeholder mgmt
ClubCard
Roles & Responsibilities
Branded
PRIVATE Member login
Community invite
Additional info
‚Tesco Experts Club’. Exclusive. Invite only.
Challenges...
• Legal – individual data protection laws
• Recruitment – size matters
• Insight needs – integrate research with hard data
Dinko Svetopetric @DinkoSvet Tesco Case Study, June 2014
...and solutions
Legal... • Hosting in the EU • Privacy & GIODO Recruitment... • Use existing data sources • Leverage current online
assets Insight needs... • Integrate with loyalty
database
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, June 2014
Member engagement
• Plan ahead
• Personalize
• Celebrate engagement
• Provide feedback
• Exclusive content
• Own lingo
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
Visual rank order Highlighter + Heatmap output Card Sorter
Regional Maps Allocation Slider Multiple Choice
Keep it Fun with Visual Questions
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, June 2014
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, June 2014
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: Connection between behavioral and attitudinal data
Dinko Svetopetric @DinkoSvet Tesco Case Study, June 2014