How Tesco used branded community to connect to customers · Positioning Tesco insight community as...

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

Intro – who we are?


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


• Online shop & delivery in major cities

• ClubCard loyalty program


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


Why Poland? Why now?

Crisis. What crisis?


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

Brand heroes got research jobs

Tesco KET community was born

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


...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


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

Member engagement

Newsletter Share study results

Dinko Svetopetric @DinkoSvet

Member engagement

Member of the month Use multi-media to talk to members

Visual rank order Highlighter + Heatmap output Card Sorter

Regional Maps Allocation Slider Multiple Choice

Keep it Fun with Visual Questions

Responsive Design Portals

What do the members say?

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.’


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


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


Thank you!

@DinkoSvet

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