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URL: www.tesco.com/clubcard/foodclub
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Key Industries:
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Food
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Household Goods
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Retail
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Key Sectors:
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Affiliate Marketing
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Content Management
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SEO
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Usability
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Video
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Tesco Food Club
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Brief
Tesco wanted to respond to customer research which advised that almost all of the 600,000 Food Club members are passionate about cooking from scratch, aspire to be better cooks and are actively looking to improve their skills. With the lead-up to Christmas being a key trading period where retailers are having to fight hard for market share, coupled with the current economic conditions, it was imperative to develop a solution that achieved cut-through in a cluttered market.
The key objectives were to test how to drive more engagement and value with Food Club and to drive customers through to purchase.
Strategy
Forward’s strategic planning team had revealed ‘How-to’ videos as the most downloaded type of content on the internet. Combining this knowledge with the fact that Tesco Food Club members are unified by their desire to become better cooks, this helped Forward to develop the structure of the site and create the content contained within it.
One of the ways Food Club could differentiate itself from the myriad of food content available and inspire its members further is by teaching them how to perfect complicated cooking techniques. The content linked directly to cooking needs at Christmas (one of the most important meals in the year for foodies) and therefore worked hard to drive sales of required ingredients and cooking equipment.
Execution
A dedicated microsite featuring ‘How-to’ videos and step-by-step guides to inspire cooks of all levels was created, showing the more ambitious enthusiasts how to make food like a professional. In addition to this, the commercial element was intrinsic to the project with key cooking ingredients and tools being included on the site with ‘add to basket’ functionality.
Promoted through the October Food Club mailing, a 2-week preview was available exclusively for the 600,000 Food Club members via a one-off incentivised call to action in the October magazine. The URL was www.foodclubonline.com and the site consisted of six ‘how-to’ videos. Each one demonstrated a cooking technique and a downloadable PDF, detailing the steps plus links to buy the list of ingredients and cooking equipment, which could be added directly to customers baskets on Tesco Dotcom and Tesco Direct. The site was rolled out to other Clubcard holders as well as being seeded across the web between 2nd November and 26th December 2009 to attract new visitors.
Results
No. of visitors: 12,234
Average time spent on site: 2.25 minutes.
Tesco Marketing Manager, Karen Glennie said: “Forward has created a fantastic site that adds real value to our Food Club members. It is interactive, engaging and easy to use, and it will deliver relevant and timely information at our key trading period in the run-up to Christmas this year.”
http://sparkle.theforwardgroup.com/food/default.aspx
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