The RARE Manifesto: What if….?
January 28, 2011Blogging, business, outsourcing and other stuff – Interview with Chris Ducker of Virtual Business Lifestyle
February 3, 2011By 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.
Tesco.com 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:
- Understands the growing role that the phone, and in particular the smart or iphone, is playing in shoppers lives.
- 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.
- 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.
22 Comments
Your points are well taken, Adrian. On top of that, they have recognized that use of new technology has to be fun, efficient and easy. The absence of this would just make it seem like a geeky thing to do. Think about the subtext of the ad as you watch it – ‘you can be slightly odd, be slightly outrageous, go against the norm and have fun while you are at it! And because you are using a new app that others don’t have yet, you are also slightly cooler than you were yesterday.’ Brilliant!
Marc,
That’s right! I think my hat needs to come off for the script writers and directors of this ad and they have pulled off just what you said.
Thanks for dropping by. I’m glad that you liked the piece.
Adrian
Hi Adrian,
I saw that this App had been launched the other day. We don’t use Tesco very often – we’ve been using Ocado for over a year now we basically use the iPhone app for our grocery shopping.
To my mind, the user interface is half the story, (very important one mind you). Ocado seem to have gone to big lengths to get really helpful and friendly drivers. The other day our Ocado delivery arrived just as my wife was feeding out little one and the driver, without being asked took everything through to the kitchen so she could get on with it.
One thing that never ceases to amaze me with the Ocado software is that it knows better that you do what you buy. For example if you forget to order the milk, it will let you know. About a month after you’ve ordered washing up liquid, it will remind you again. Very clever.
I do like the idea of the Tesco scanning capability. I have used the same function a few times on the Amazon app.
Hi Matthew,
I must say that I haven’t really used the Ocado service but have heard great things about it. The fact that it has a reminder feature built in sounds great. But you are right to point out that it is the user interface – screen or human – that makes the difference. Let’s see if Tesco can match Ocado’s offline.
Adrian
That’s actually a pretty useful app, if not quite an addictive one. I already spend quite a lot on groceries (though I do find it such an enjoyable trip most of the time.hee) and an app might just shift most of my budget this way.
I agree it could turn into being quite an addictive app. Maybe that’s part of their cunning plan too π
Adrian
Hi Adrian,
As soon as I watched it I loved it!
Oh so sci fi
The only problem I have is I donβt have a smart phone.
But this add alone makes me want to get one.
Oh so clever!
Wendy
Hi Wendy,
It is very cool and speaks to the inner geek, I guess, in many of us. I know that I have already downloaded the app and will be giving it a go.
Next question for you is what type of smartphone will you be getting?
Adrian
Hi Adrian,
I have no idea!
I will ask a friend to join the blog he may be able to make some recommendations.
What do you recommend looking at?
Wendy π
Hi Wendy,
I’m biased as I use an iphone but I hear that the Android phones are fast catching up. I guess I would go with whatever speaks to or sync with your computer so that it can sync emails/calendar/notes etc.
Thank you for spreading the word about the blog. The more the merrier around here the better π
Adrian
The battle of Android vs iPhone is similar to Mac vs PC. We have arrived at a point where we no longer really compare the hardware specs (unless you are a geek) but instead we now look at the UX. I’ve had an iPhone & currently own an android phone (HTC Desire) and I’ve come to realise that choosing between them which one will suit you best should be based on your geek level. If you have an active interest in new apps & tech then android is the one for you. If simplicity and ease of use if key then the iPhone will meet those needs.
It is a crude way to break it down and there are many other factors in choosing a phone but I think the most important is how it will serve you. I have the HTC Desire …and an iPad which certainly takes away my want for an iPhone but I’ve got to hand itto Apple who builds quality products with high quality hardware. But if you are looking for a cheaper feature packed phone then the HTC Desire HD is also highly recommended.
I hope this helps anyone that is still deciding between android and iPhone
Hi Greg,
Thanks for that. That really makes sense and speaks to the user as a different type of customer with different needs (in terms of their geekdom).
I hope this helps Wendy to decide too.
Wendy?
Best regards,
Adrian
Big Thanks Greg & Adrian,
Your feedback definitely helps the girl geek in me, think I am going to have to go out and have a play.
Wendy π
It definitely helps to help consumers along the path of the getting to the end of goal of winning more customers. I think companies are finally starting to get into apps and social media as a way of combating problems and complaints as well, so I think an important part of Tesco (or any other companies app) is the ability to not only shop, but post solid positive reviews as well.
Hi,
I agree the development of apps is a key addition of interacting with existing and new customers.
Thanks for dropping by and leaving a comment.
Adrian