“Keeping the Message Fresh”
BY PAULINE CROWLEY,HEAD OF STRATEGIC MARKETING, TESCO.IE
Partnership of Tesco.ie & Eircom.net
Why does the Partnership Work?
• Nation-wide Reach
• Premium Brand Awareness
• Strongest Internet Relevance
• Appealing to the values of the target market
• Two Traditional companies with “Clicks & Mortar” Brands
• Offline Heritage – just like our customers
Premium Positioning on Eircom.net
• “Always On” premium Homepage position
• Dynamic Advertising in targeted channels via Banners, Island
Adverts, and “Skyscrapers”
• Using eMail to target the eircom.net database
• Targeting of Users where they Check their eMail
Email Marketing
Banner Adverts
Skyscrapers in Content Areas get noticed
“Always On” Homepage Advert is 24/7
Multiple Sales Channels on one website
Eircom.net AudienceOf 550,000 Unique Users
EIRCOMEMAIL
DATABASE
EIRCOMHOMEPAGE
Channels incl.
News-Travel-Women's
14 MillionPages to
Advertise On
Added Value through Partnership
• Tesco.ie have “Key Events” during which eircom.net help communications [e.g. Back to School]
• Eircom.net undertake ongoing Brand Research to hear what Eircom.net users think of Tesco
• Eircom.net keeps users abreast of Tesco.ie price discounts on a day to day basis
• Eircom.net customers avail of Tesco.ie Special Offers [e.g. Delivery Free]
How We Measure Responsefrom Eircom.net in Tesco.ie
• Click Through from Adverts to Tesco.ie
• Response from tactical activities – [Easter-Xmas-School]
• Customer Conversion
• Response from eMail Marketing to the eircom.net Database
• Size of Basket
• Frequency of Shop
• Brand Recall
• Advertising Responsiveness [Online Research with Eircom.net]*
Results: Building Traffic to Tesco.ie
• Eircom.net Traffic has grown by over 50% since Partnership started
• Many new site users are ‘Traditional’ in-store Tesco customers coming online
• Our Results show the Highest Traffic to Tesco.ie comes from the Eircom.net Homepage [www.eircom.net]
• 2nd Highest Traffic volume comes from the Eircom eMail section – many customers want to check email and order shopping together
• Site-wide Banners and other adverts reinforce the message with simple supporting calls to action
Thank You!