Activation Commerciale

(Auteur : retail-intelligence)
Les distributeurs continuent d’innover dans leurs magasins afin de rendre l’expérience plus facile et détendue pour les consommateurs. La dernière action à cet égard a été pris en charge par Tesco au Royaume-Uni. Ce géant du retail de la distribution a testé un projet visant à faciliter l’acte d’achat des clients autistes.

L’heure calme du supermarché

En ce sens, l’initiative est de permettre à un moment de la journée, une heure par jour, la mise en œuvre de diverses pratiques qui permettent de faciliter l’acte d’achat à ce type de consommateur. Par exemple, le magasin Tesco dans la ville de Crawley a mis en place cette initiative tous les samedis de 9h à 10h du matin.

Parmi ces mesures : laisser les portes du magasin ouvertes pendant une heure, éteindre le fil musical qui met l’ambiance dans le magasin, atténuer l’éclairage dans le magasin, ne pas faire des annonces par les haut-parleurs, augmenter le nombre d’employés afin de proposer un service plus dédié aux consommateurs qui se trouvent dans le magasin et éteindre les sèches mains des salles de bains.

Cette initiative appeléeQuiet Time a été apprécié par les clients de Tesco.

Source : retail-intelligence.fr

(Auteur : Laurence Faguer)
Qui n’aime pas recevoir un cadeau par surprise ? Pendant des décennies, Yves Rocher a eu dans son escarcelle un mailing imbattable : le mailing ‘Papillotes’. A l’intérieur de la grande enveloppe, une petite pochette en cellophane renfermant des papillotes qui, une fois dépliées, se révélaient gagnantes (un cadeau) ou perdantes.

Pourquoi TESCO a déployé des beacons dans 3 000 magasins

Dans sa dernière campagne, Tesco revisite la formule magique de la surprise gagnante… dans une version mobile. Tesco, troisième retailer mondial, vient d’équiper ses 3 000 supermarchés en Thaïlande de beacons. Objectif : emmener ses clients dans une grande chasse aux trésors à chacune de leurs visites – et augmenter ses ventes. Le principe est très simple – et très efficace : le client entre dans un magasin Tesco Lotus muni de l’application mobile Tesco Lotus et reçoit sur l’écran de son smartphone des réductions, coupons et promotions spéciales. Qui refuserait ?

POURQUOI TESCO LOTUS REUSSIT SUR LE MOBILE ?
Deux choses rendent le dispositif Tesco unique :

L’espérance de gain
Si l’intérêt commercial d’adresser sur le smartphone des clients en magasin une offre n’est pas nouveau (voir les exemples de IKEA, Maille US, ELLE USA , McDonald’s USA), Tesco transforme le dispositif en une aventure ludique avec espérance de gain pour le client, qui se dit « tout le monde n’y a pas droit, mais avec un peu de chance je ne suis pas à l’abri de recevoir sur mon téléphone une réduction au détour d’un rayon… ». Imparable pour faire télécharger une appli retail et multiplier les occasions de s’en servir.

La communication
Tesco a frappé un grand coup. Parce que le nombre d’applications téléchargées conditionne la réussite de la campagne, Tesco, conseillé par son agence 3DS Interactive, a produit un film vidéo parodique (vu 574 377 fois sur Youtube) qui, loin des films éducatifs classiques, tourne en dérision à la fois employés Tesco et consommateurs. on voit une armée d’employés de Tesco, tels des gangsters, poser des beacons la nuit.

A l’ouverture du magasin, ces mêmes personnes surveillent devant leurs écrans de contrôle les réactions de clients hilares partant à la chasse aux bonnes affaires dans les allées du supermarché. Tandis qu’un Tesco boy incite sur grand écan à télécharger l’appli.

Ce faisant, Tesco Lotus montre à tous les utilisateurs de son appli comment se préparer à recevoir gratuitement des récompenses, en présentant l’application comme un outil ludique et gratifiant. L’appli Tesco, qui inclus d’autres services (trouver l’adresse d’un magasin à proximité, détenir sa Clubcard dématérialisée, gérer ses livraisons…) est « all inclusive » et prend soin du client Tesco de bout en bout, depuis son domicile jusque dans les rayons.

RESULTATS
Nombre d’utilisateurs de l’appli : 2 millions par mois
Nombre de coupons et contenus distribués: dix millions (promotions, offres spéciales et contenus marques).

Quand l’espérance de gain devient un jeu. Certaines marques déplorent un faible nombre de téléchargements de leur appli. Parfois l’explication tient au simple fait que le client se demande « qui a-t-il pour moi dans cette appli ? »  lorsqu’il découvre que l’appli n’est une pâle copie du site mobile.

Pourtant les enseignes pionnières dans le mobile marketing, Sephora, Urban Outfitters, Walmart – pour ne citer qu’eux – ne pourraient plus se passer de leur appli qui leur génèrent des ventes additionnelles, grâce à de vrais services intégrés. Depuis que Walmart a intégré un service de comparaison des prix dans son appli Savings Catcher, son nombre de téléchargements est parti en flèche (27,8M d’utilisateurs au total, selon Comscore ).

La voie suivie par Tesco – conditionner la réduction à une action volontaire et fun de la part du consommateur au lieu d’accède sans rien faire à une réduction, est une voie intéressante à tester. Pour Tesco, c’est tout vu.

Source : customer-insight-consulting.com

(Author : esmmagazine.com)
In a continuation its efforts to fight food waste, British retailer Tesco has announced a new online ‘food waste hotline’.

Tesco UK Introduces Online Food Waste Hotline

The initiative will allow Tesco suppliers and growers to highlight recurring food waste issues in the supply chain, via its online Supplier Network resource. The grocer said that such food waste is a ‘significant proportion’ of total food waste produced in the UK. As Tesco has pledged to halving all of its UK food waste by 2025, it wishes to work closely with suppliers to stop food waste at the source, it said.

One example involved the simultaneous ripening of strawberry crops after an overly-warm summer. To avoid waste, Tesco took the whole crop and offered large boxes of strawberries at a low price, in hope of decreasing food waste.

No Time For Waste
Matt Simister, commercial director of fresh Food and commodities, commented, “At Tesco, we have no time for waste, and we are committed to reducing food waste wherever it occurs, from farm to fork.

“The ‘food waste hotline’ is another little help we are making to achieve this with our suppliers. It helps our suppliers gain direct, easy access to our Product teams, and this will enable us to identify food waste hotspots and systemic issues and work in partnership to tackle them.”

The initiative is part of Tesco’s ‘No time for waste campaign’, which has included a crowd-funding platform for food-waste busting ideas, as well as the Left-Yeovers range created in partnership with organic dairy company Yeo Valley, which uses imperfect or excess fruit in its products.

Source : esmmagazine.com

(Author : Ben Stevens)
A Tesco store in Scotland has introduced a “relaxed lane” aimed at creating a less stressful checkout line for less able customers.

Tesco figures

In conjuction with Alzheimer Scotland, the initiative sees staff at the Forres site trained to identify special needs customers and operate at a more suitable speed.The pilot scheme currently operates on Tuesday and Wednesday mornings.

“We want them to be confident they can shop at their own pace,” Forres Tesco employee Kerry Speed told the BBC.

“It was highlighted to me that people living with dementia can feel under pressure when they reach the checkout, and it struck me that this could be true for others as well.

“Early feedback from customers has been very positive. Although it’s a simple gesture, we hope this will make a difference.”

Source : retailgazette.co.uk

 

(Autore: Chiara Bertoletti)
David ha conquistato sua moglie cucinandole il pollo speziato al curry e fingendo di condividere con lei la passione per il cibo piccante, che in realtà lui non ama affatto. Dopo anni di matrimonio, David ancora prepara la stessa ricetta aggiungendo di nascosto una salsa yogurt per stemperare il sapore. Maria non ha ancora scoperto il suo piccolo segreto.

tesco-storie-damore

È questa la prima video-storia d’amore e cibo appena lanciata da Tesco come parte della nuova campagna Food Love Stories, la più imponente dal 2015. In programma, oltre allo spot di David e Maria, sei ulteriori racconti con diffusione televisiva, online, radio e outdoor.

La catena della gdo inglese guarda così a una comunicazione capace di ricreare un legame emozionale con l’audience e le famiglie. L’associazione ricercata è quella tra qualità degli affetti e qualità alimentare, con riposizionamento dell’identity su questo asset. Si punta così a un’immagine più premium, calda e di prossimità.

La campagna porta la firma di Bartle Bogle Hegarty London e dei direttori creativi Kevin Stark e AK Parker.

Fonte: mark-up.it

(Author : Katherine Pendrill)
The craft brewer Goose Island Beer Co. recently announced that it will be setting up a series of pop-up beer tasting stands in Tesco supermarkets across the UK.

temporary-supermarket-bars

With many supermarkets looking for ways to make their stores more inviting and experiential, the new activation give customers a unique way to make grocery shopping a bit more fun. The pop-up beer tasting sessions will take place between November 19th and 29th at various Tesco stores across the UK.

At each store, Goose Island will set up a tasting station to give customers a chance to taste its 312 Urban Wheat Ale and its Honker’s Ale. At several of these events, Goose Island will enhance the ‘Happy Hour’ experience with a VR experience that takes customers on a virtual tour of its hop farm in the Northern Idaho Valley and its barrel warehouse in Chicago.

The immersive, in-store bar experience give consumers a chance to learn more about craft beer and to understand what sets the Goose Island brand apart from its competitors.

Source : trendhunter.com

 

(Author : Christopher Brown)
British supermarket chain Tesco is trialling a digital receipt service which will instantly send via email an electronic record of purchases to customers using a unique NFC sticker linked to an app on their smartphones.

uk-supermarket-chain-trials-nfc-digital-receipts

Customers taking part in the trial in one store in Harlow, Essex, are able to tap the sticker on a special terminal at the till to request their digital receipt and receive a truncated paper receipt. Their data is stored anonymously, preventing shoppers who use the service from being targeted for marketing. Tesco says the trial will end in November and they will be “speaking to customers to get their thoughts before we decide whether to extend it”.

‘Easier shopping’
“We’re always looking for ways to make the shopping trip a little bit easier for customers,” a spokesman says. “We’re currently trialling a digital receipt service in one of our stores which will allow customers to keep a record of all their receipts in one place. “We know some customers find it tricky to hold onto a number of paper receipts. Data is stored anonymously, as a result we cannot use the collected information for marketing.” In June, Tesco Bank and Mastercard announced they were working together to “enhance mobile and digital payments” at the supermarket giant to make it easier for Tesco customers to pay.

Source : nfcworld.com

(Author : Ben Sillitoe)
Tesco has announced today that it is rolling out its Scan as you Shop service to a further 20 stores, and is launching a TV advert to promote the technology.

Tesco extends scan-as-you-go retail technology in UK stores

Tesco says it will have more in-store self shopping scanners than any other UK retailer following a move this week to extend the service across its estate.

The UK’s largest retailer announced today that it is rolling out its Scan as you Shop service to a further 20 stores, accompanied by a TV advert to promote the technology. The supermarket says the move is a bid to help customers save time at the checkout.

The Scan as You Shop service allows customers to scan products as they walk round the store, and keep a tally of how much they are spending. The system will be available for use at self-service checkouts as well as manned checkouts, and the service is now available in nearly 350 stores across the UK.

A Tesco spokesperson said the service is already used by more than 600,000 of its customers every week, adding: “We want to make it as easy as possible for customers to shop with us.

“This new trial will mean more customers than ever before can benefit from the service and check out in a matter of seconds.”

Sainsbury’s and Waitrose are among the other supermarkets that offer customers the chance to use self-scan machines in their stores, and there are various trials going ahead to combine this technology with consumers’ own mobile devices.

Retailers are being encouraged to offer their customers choice and variety when it comes to the way they can embark on their shopping journeys, and scan-as-you-go technology meets that need. However, a recent report by University of Leicester criminologists said that mobile-scan-and-pay tech is promoting theft.

The report suggested that mobile-scan-and-pay technologies generate a significantly high rate of loss for retailers, as the technology removes human contact from the shopping process. It was said that the technology makes it easier for shoppers to steal, while also reducing the perception of legal consequence.

Dr Matt Hopkins, from University of Leicester’s Department of Criminology, commented: “Retailers are becoming aware of these problems and introducing ways of amplifying risk in the mobile scan and pay environment, trying to ensure that all that ends up in the basket also makes it onto the receipt.”

Source : essentialretail.com

(Author : Elias Jahshan)
Tesco is jumping on the night tube bandwagon by opening an additional seven of its London stores for 24 hours this weekend.

Tesco stores along London's night tube lines to open 24 hours

The news from the UK’s largest supermarket retailer is a bid to increase convenience for late night and early morning travellers along the Victoria and Central lines of London’s Underground.

To mark the launch of these extended hours, the Big 4 grocer will also set up “Hydration Stations” at the front of stores running from 3am-7am on Friday and Saturday nights.

This will see Tesco staff handing out freshly-squeezed orange juice and cold bottled water, benefiting both night workers and party goers heading home after a night out.

“London is such a vibrant and exciting place to live, work and visit and the night tube provides people with a great way to experience the city at a time that suits them best,” Tesco London convenience director Martin Smith said.

“At Tesco we’re always looking for new ways to serve London’s customers whenever it is most convenient to them“. 

“That’s why we’re delighted to announce these new opening hours at select store, helping to make life easier for those either working late or enjoying London’s nightlife.”

Source : retailgazette.co.uk

(Author : Laura McQuarrie)
Supermarket chain Tesco created a pop-up wine bar by the name of ‘Tesco Finest’ in order to help the people of London explore the vast selection of wines that are stocked in the wine aisles of its stores.

Tesco Launched the 'Finest' Pop-Up Wine Bar to Showcase Its Wines

This activation gives customers the chance to learn more about the different types of wines on offer in a relaxed and immersive environment that feels upscale.

At Tesco’s Finest, there’s a menu of about 70 wines that can be sampled for about £3 to £4 per glass, or as part of a wine flight tasting. Experts are stationed on-site in order to answer questions and educate consumers on wine.
Ultimately, Tesco set up the pop-up wine bar as a way to help consumers explore the range of wines available, see and taste the quality for themselves and build brand awareness for Tesco as a destination for fine wine.

Source : trendhunter.com