Communication strategy for Tesco Direct & Tesco.com

Brief

Because Tesco is a multi-channel retailer, customers interact with the various Tesco brands in a variety of ways. We were asked to explore how Tesco Direct and Tesco.com could improve the in-store communication of their extended product ranges and multi-channel offerings, creating greater clarity for customers and staff. 

Solution

We looked at the expectations of current Tesco customers: how they shop, and what they think of their in-store experiences of Tesco Direct and Tesco.com. We then offered suggestions for rationalising all multi-channel communications—renaming sub-brands where appropriate.