Magazine article Marketing

MARKETING SOCIETY AWARDS: Best Use of Channels to Market

Magazine article Marketing

MARKETING SOCIETY AWARDS: Best Use of Channels to Market

Article excerpt

WINNER Client: Tesco.com Agencies: EHS Brann, Dunnhumby  COMMENDED Client: British Gas Agency: In-house 

Tesco.com has emerged as the clear leader in the UK's grocery home delivery sector. With more than 65% of the market and 95% national coverage, it takes more than 100,000 weekly orders and offers 20,000 grocery product lines.

Importantly, the operation has become profitable. First-half sales in 2002 grew 27% and profits increased to pounds 1.9m. Profits have increased every quarter over the past two years, marking a turnaround from the early days of operating at a loss.

Tesco ascribes its success to three Cs: customer, convenience, consistency.

A customer-centric approach has been adopted, identifying that convenience is the key motivating factor. Consistency has been brought to all points where the customer interacts with the brand.

Web site usability has been improved and regular customer communications are aimed at individuals to encourage greater frequency of purchase.

COMMENDED

British Gas realised that developments in technology gave it the opportunity to provide a greatly enhanced online service and broaden its existing utility brand into a home services brand. …

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