Tesco – Taking Mobile Commerce To the Next Level

Last week’s annual Internet Retailing Conference grouped the top innovators of the sector, among them Tesco, represented by Mark Cody, Senior Marketing Manager – Mobile at Tesco.com. Cody spoke about the retailers’ efforts in the mobile channel throughout the world.

To encourage mobile interaction Tesco has recently launched free Wi-Fi across its stores in the UK and by the end of the months this should be active in all British Tesco outlets and half a million customers have already signed up. Cody has a reason to bet so much on mobile as 15% of their traffic comes from mobile users – a 60% increase from the previous period last year.

Tesco has different mobile touch points. Their main tesco mobile app allows integrates mobile online shopping and loyalty cards. The Ipad application and mobile website provide similar services. The novelty here is Tesco discover – an augmented reality app which allows customers to discover new products, reviews, as well as to buy products by scanning the Tesco discover logo with their phone.

Mark Cody also spoke about Tesco’s great mobile experiment – their virtual supermarkets. First launched in August 2011 in Seoul, South Korea, the virtual shops allow customers to shop simply by scanning the products on the virtual shopping wall. This launch saw a 130% increase in mobile online sales and led Tesco to trial the product in London at the Gatwick airport.

   

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