Magazine article Marketing
Tesco Revamps Direct in 'Amazon-Style' Offering
Chain in multimillion-pound project to personalise non-food online shopping.
Tesco Direct will relaunch early next year in a multimillion-pound initiative to personalise shoppers' experience through behavioural targeting.
The 'major business transformation project' will shift the website from 'manual merchandising' to an automatic 'algorithmically merchandised' offer, similar to that used by Amazon.
Each customer's content will be driven by recommendations and data feeds about topics such as sales and top-rated products. The integration of Clubcard data will mean that customers will see content reflecting their purchases, and those of consumers with similar profiles.
According to Tesco, it is expanding its non-food range 'by thousands of items every few months', with major expansion planned over the next two years. It is also adding hundreds of order and collection points in the UK, to support its goal of becoming the 'world's best multichannel retailer'.
According to sources, the relaunch is broader than just creating recommendations, as Tesco hopes to bring all orders, preferences and Clubcard insights together. …