Kakšen je pravi način za oblikovanje vrednosti po meri potrošnika? Testiranje, prilagajanje in kombinacija tehničnih podatkov s ključnimi dejavniki nakupa so nekateri izmed možnih odgovorov. Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.

1. How Tesco used
branded community to
connect to customers
Case Study
Dinko Svetopetric, MRevolution
May 2014

2. Agenda
1. Context
2. The story of Tesco insight community
3. What was achieved?
4. Conclusion, Q &A
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

3. Intro – who we are?
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

4. 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
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

5. • Online shop &
delivery in
major cities
• ClubCard
loyalty
programme
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

6. Meet Tesco brand heroes
• Household name
with Polish
consumers
• Used across Tesco
comms
• Own lingo
Dinko Svetopetric @DinkoSvet

7. 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
Buzz Central partner in CEE
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

8. Why Poland? Why now?
Crisis. What crisis?
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

9. 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

10. 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

11. How Do We Do It?
Collective Consumer Wisdom through
Insight Communities:
Creating Tesco longitudinal customer database -
enable continuous conversation, learning &
insight

12. 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

13. 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

14. Vision Critical
Technology Platform
Support
Recruitment
Community Mgmt
Project Mgmt
Research
Support
Research
Community Mgmt
Project Mgmt
Internal stakeholder mgmt
ClubCard
Roles & Responsibilities

15. Brand heroes got research jobs

16. Tesco KET community was born

17. Branded
PRIVATE
Member login
Community invite
Additional info
‚Tesco Experts Club’.
Exclusive. Invite only.

18. Challenges...
• Legal – individual
data protection laws
• Recruitment – size
matters
• Insight needs –
integrate research
with hard data
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

19. ...and solutions
Legal...
• Hosting in the EU
• Privacy & GIODO
Recruitment...
• Use existing data sources
• Leverage current online
assets
Insight needs...
• Integrate with loyalty
database

20. 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
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

21. Member engagement
• Plan ahead
• Personalize
• Celebrate engagement
• Provide feedback
• Exclusive content
• Own lingo

22. 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

23. Member engagement
Newsletter
Share study results
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

24. Member engagement
Member of the month Use multi-media to talk
to members

25. Engagement: visual questions

26. ...and mobile

27. What do the members say?

28. 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.’
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

29. 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
Dinko Svetopetric @DinkoSvet Tesco Case Study, May 2014

30. 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: Direct
connection between behavioral
and attitudinal data
Dinko Svetopetric @DinkoSvet Tesco Case Study,May 2014

31. Thank you!
@DinkoSvet