Online and Offline Integration

 

                                                                       

Internet of things has changed the way offline and online media consumption and businesses used to operate. To remain relevant, companies must now integrate offline and online in their marketing strategy to convey brand messages more effectively to get response from audience. Online and offline marketing efforts can be co-managed in a single successful campaign that could drive business without confusing the customers. Never has it been so important to have online and offline presence at this pace, with global retail businesses shifting their operations to the digital world following Tesco footsteps in digital marketing and strategies (Dawn, 2020).

Tesco Digital Marketing strategy

Tesco.com evolved over time from a pure in-store business approach to a warehouse base system. Tesco kept its online initial investment to a minimum, slowly raise up its facilities as demand moved up and as the company learned how to effectively manage its back-end operations. Tesco designed its picking-trolley interface and the lay-out of the picking routes; which they leverage in subsequent business strategy in contrast with other online grocery retailers such as Web-van and Peapod. (Hallam, 2019)

The Tesco in-store pick up at physical stores means that the online channel contributes to the success of the physical store. This is because online sales that are picked in a particular store are credited to the store; thereby managing Online/Offline Channel Conflicts better. Tesco.com strategy maintain channel-free conflict under the initial store-picking methods. They range incentives between offline and online channels. Store managers benefit from online sale same way they would benefit from increased in physical stores sales. This is important, since the average online basket value is four times higher than the average store-base value (Wade-Gery, 2019).

Tesco offers Online Shoppers a customized but simple shopping experience throughout the shopping process making it easy for customers to navigate the website. This enable Tesco managers to use the information system of its online operation and bricks and Mortars stores. One example is data from previous in-store purchases is automatically included in the online shopping list of the customer to keep track of their purchases or prices of identical product for both online and offline using pricing scheme. Tesco also help customers by providing shopping options with clear customer profiles in mind.

Tesco.com leverage detailed customer Data rated to their complete online shopping experience for its Online and offline channel business. The data includes items customer were looking for which enables Tesco generate another data on availability of the said items. As Tesco.com pickers move through the aisles, they quickly notice when products are out-of stock, and this information is passed on to central warehousing operations to track out-of stock situation very fast and address it quickly.

In addition, Tesco.com pays careful attention when allocating budget for offline and offline channels. The online operation activities carries additional cost split fairly between main business and the Tesco.com to reflect cost for each side. As online services continue expanding, the number of online stores-only increases as well. Online distributing centers have higher sales turnover because they are designed to serve only online customers. Thus, will take away neighboring Tesco stores business; to ensure individual store managers continue supporting online channels and not feel threatened, Tesco institutes incentive mechanism  for the company (Enders, 2009).

Customer Experience and loyalty

                                                                         ^{Image from tesco.com}

Shopping process at Tesco.com is influence by how Tesco operate overall as an organization. Making customer experience simple and keeping cost down from how customers shop at tesco.com from purchase to delivery. First. Users who wish to order groceries online via Tesco.com need to register by providing their personal date and delivery information. For loyalty card holders (Tesco Club-card), they are required to key in card numbers which enables the system to instantly show all their previous purchases in Tesco physical stores. Benefits of this integration between online and offline database is that first time online customers can use their store shopping list without having to search for each individual items they used to buy at Tesco (TescoPLC, 2018). The system creates a new, virtual Club-card number to track the online shopping history and award loyalty points. Accessing the Web Site Customers can access Tesco’s online services in several ways.

 

Mobile Marketing 

           (Image from tesco.com)

Tesco.com customers has been doing their shopping through mobile e-commerce application since 2001. Tesco partner with Microsoft to launched Tesco-Access, which allows users of handheld computers and WAP (Wireless Access Protocol) WAP-based wireless phones to shop online. Tesco-Access has since been included in the regular web site included in the regular website of tesco.com. Users are able to adjust their Tesco.com account settings to specify how they want the site to be displayed (Tesco.com, 2020).

Recommendation:

Improve search functionality within categories, item searching should be completed using the same main search bar on the top of each page instead of switching other pages.

Keep company, product, and brand worth talking about by increasing focus on content and s telling more stories through blog and social media.

Create Blog and more Content which is one of the best ways to improve overall marketing strategy.

Leverage social media to share the content to keep the product in the mind of target audience.