By understanding their customer journey, Tesco’s iphone app will help them win more customers


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By understanding their customer journey, Tesco's iphone app will help them win more customers

I was watching the TV the other day and saw the following ad from Tesco’s. It’s part of a series of ads that follow the shopping and life adventures of a fictitious family. Most of the time I end up heading for the kitchen to fix a bite to eat or a drink or something other than watching the ads. However, this one caught my eye. Take a look and below I’ll tell you why I liked it. Barcode Shopping on iPhone

I think the iphone application and how it integrates into their online shopping service is a great idea. Why? Other than being a cool use of technology, I believe that the Tesco app does 3 things:

  1. Understands the growing role that the phone, and in particular the smart or iphone, is playing in shoppers lives.
  2. Recognises that shopping for many can take a long time so this allows it to be broken down so that you can shop as you go, run out of things or as you see stuff that you like.
  3. It makes shopping easy and something that can be done in bits rather than resorting to lists and memory.

Overall I believe what they have done is create a really cool extension to their existing app that their core users will like and find useful. However, what I think is really clever is that they have understood the customer journey of a customer group that they may not call core customers: the ones that don’t really like shopping, its lists, queues, choice and remembering things. By understanding the customer journey of that smaller group of customers and designing an app that would be appreciated by their core but, also, loved by that few, it’s pretty likely that they will extend their customer base and will have created some new and loyal fans.

What did you think?

Thanks to kenjonbro for the image.

Republished with author's permission from original post.

Adrian Swinscoe
Adrian Swinscoe brings over 25 years experience to focusing on helping companies large and small develop and implement customer focused, sustainable growth strategies.


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