Content Marketing: 3 Takeaways from Tesco's

TESCO
sQills’ @frankdelmelle, 27 June 2014
From Customer Magazine
to Content Marketing Machine
1 Case Study / 3 Key Takeaways

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CRM
Last year’s
customer
magazine
(print only)
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Tesco’s
FOOD
FAMILY
LIVING
magazine
Social
CRM
Search
Findable owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e-
shop); http://www.tesco.com/groceries/; http://realfood.tesco.com; http://
realfood.tesco.com/recipes.html; http://realfood.tesco.com/our-food.html; http://
realfood.tesco.com/videos-and-tips.html; http://realfood.tesco.com/healthy-
eating.html; http://realfood.tesco.com/cooking-with-kids.html; http://
realfood.tesco.com/whats-in-season.html; https://realfood.tesco.com/world-
flavours-competition.html; http://realfood.tesco.com/magazine-archive.html; http://
realfood.tesco.com/blog.html; http://www.tescoliving.com/food-and-living; http://
www.tescobank.com; http://www.tesco.com/wine/zone/default.aspx?
name=magazine; http://www.tesco.com/babyclub/; http://www.tesco-baby.com/
recipes/; http://www.tescohealthandwellbeing.com; http://
www.tescohealthandwellbeing.com/food/healthy-recipes (e.a.!); http://
www.tescohealthandwellbeing.com/advice; http://www.clothingattesco.com ;
http://www.clothingattesco.com/m/page/home (mobile site); http://
www.clothingattesco.com/inspire-me/inspire-me-landing-page/page/inspire-me;
http://www.tescoopticians.com; http://www.tescoopticians.com/help-and-advice/;
(functional / web tools); http://realfood.tesco.com/meal-planner.html; http://
www.tescocompare.com; http://www.tescohealthandwellbeing.com/calorie-counter;
http://www.tescohealthandwellbeing.com/food/diet-plans; (corporate); http://
www.tescoplc.com; https://www.tescoplc.com/talkingshop/index.asp (corporate
blog); http://www.tescoplc.com/index.asp?pageid=187 (corporate videos);
(communities / projects); http://www.eathappyproject.com; http://
www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/
resource-hub/online-field-trips/; http://www.eathappyproject.com/resource-hub/
lesson-plans/; http://www.eathappyproject.com/resource-hub/recipes/; http://
www.eathappyproject.com/the-eat-happy-project/faq/; (events); http://
www.eathappyproject.com/resource-hub/events/; (co-owned/partnered/sponsored)
http://www.diabetes.org.uk/Tesco; http://www.tesco.com/raceforlife/ http://
raceforlife.cancerresearchuk.org/blog/index.html
https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/
user/Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts;
http://www.pinterest.com/TESCOfood/; https://twitter.com/TescoFood; http://
www.youtube.com/user/Tescofoodandwine; http://www.pinterest.com/tesco/health-
wellbeing/; https://www.facebook.com/pages/Tesco-Health-Wellbeing/433603290038761;
https://twitter.com/TescoHealth; http://plus.google.com/107447113825650025140; https://
www.youtube.com/user/EatHappyProject; https://plus.google.com/+EatHappyProject/
posts; https://twitter.com/EatHappyProject; https://twitter.com/TescoLiving; https://
www.youtube.com/user/Tescolifestyle; http://www.facebook.com/raceforlife; https://
twitter.com/raceforlife; http://www.youtube.com/user/raceforlife; https://plus.google.com/
106422310971611469045/videos; http://www.youtube.com/user/Tescomedia; http://
www.linkedin.com/company/3266; https://www.flickr.com/photos/tescomedia; https://
twitter.com/tescomedia; https://twitter.com/TescoandSociety; https://www.facebook.com/
ff; https://twitter.com/fandfclothing; http://ff.tumblr.com; http://www.pinterest.com/
fandfclothing/; http://www.youtube.com/user/FandFClothing; https://plus.google.com/
+fandfclothing/posts; https://www.facebook.com/TescoOpticians; https://twitter.com/
TescoOpticians; https://www.facebook.com/TescoOpticians/app_151858328287166
(Instagram); https://www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)

(Gated web (members only), e-mail sign-ups / subscriptions, mobile apps (downloads), social CRM ('connect')):
http://www.tesco.com/groceries/favourites/default.aspx; http://www.tescoliving.com/saved-items; https://
secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/deals; http://
www.blinkbox.com; http://www.tesco.com/clubcard/baby-club/; http://www.tescohealthandwellbeing.com/
community/forums/forums.cfm; http://www.tescohealthandwellbeing.com/login (Become a member / Login with
Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/
downloads-and-resources/;https://www.tescoopticians.com/BookAnAppointment/; http://
raceforlife.cancerresearchuk.org (sign up for event); (e-mail) http://www.tesco.com/clubcard/email-sign-up/
(Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM); https://
realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully synchs with
your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App,
Cooking With Kids App, Tesco Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App,
Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http://
www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on
Android tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/ (Hudl
= 7" Android tablet by Tesco = "One-touch Tesco")

Tesco Content Marketing CONTEXT (°Q3 2013-)
“While still the UK’s biggest supermarket, Tesco
has been having a pretty rough year (2013).
Sales are the lowest they’ve been in over a decade,
with a 3.1% decrease since last summer (2013).
A big reason for the dip, which translates to 1
million fewer customers per week, is the rise of
deeply discounted retailers like ALDI AND LIDL.”
Anastasia Dyakovskaya, NewsCred
http://blog.newscred.com/article/everyday-value-tescos-customer-
care-content-marketing/b9c6d601a8bf303dcffbf0fd518d006f

”Tesco has slashed many of its own prices
in an attempt to counter competitors, but the
company knows that THIS ALONE IS NOT ENOUGH.
(...)”

Tesco increased its content marketing
investments Q3 2013* TO COUNTER
FALLING SALES and a declining
market share
See http://www.marketingweek.co.uk/news/tesco-boss-issues-robust-defence-of-
marketing-strategy/4008799.article
*A.o. multichannel relaunch of Tesco Magazine Sept. 2013 >>

“(...) Tesco is reinforcing its commitment
to its customers by putting their behavior,
needs and desires first in the marketing mix.
THERE’S NOTHING MORE VALUABLE THAN FEELING
VALUED, AND TESCO SUCCEEDS IN GIVING THEIR
BUYERS JUST THAT FEELING.”

“It’s important for a brand to make a buyer feel
like a person instead of just another wallet in the crowd,
and Tesco does so again and again.”

Social
CRM
Search
Owned digital content empire: tesco.com; http://www.tesco.com/direct/ (e-shop);
http://www.tesco.com/groceries/; http://realfood.tesco.com; http://
realfood.tesco.com/RECIPES.html; http://realfood.tesco.com/our-food.html; http://
eating.html; http://realfood.tesco.com/COOKING-WITH-KIDS.html; http://
FLAVOURS-competition.html; http://realfood.tesco.com/magazine-archive.html;
http://realfood.tesco.com/blog.html; http://www.TESCOLIVING.com/food-and-living;
http://www.tescobank.com; http://www.tesco.com/WINE/zone/default.aspx?
www.tescohealthandwellbeing.com/food/HEALTHY-RECIPES (e.a.!); http://
www.tescohealthandwellbeing.com/ADVICE; http://www.clothingattesco.com ;
www.clothingattesco.com/INSPIRE-ME/INSPIRE-ME-landing-page/page/inspire-
me; http://www.tescoopticians.com; http://www.tescoopticians.com/help-and-
advice/; (functional / web tools); http://realfood.tesco.com/meal-planner.html;
http://www.tescocompare.com; http://www.TESCOHEALTHANDWELLBEING.com/
calorie-counter; http://www.tescohealthandwellbeing.com/food/DIET-PLANS;
(corporate); http://www.tescoplc.com; https://www.tescoplc.com/talkingshop/
index.asp (corporate blog); http://www.tescoplc.com/index.asp?pageid=187
(corporate videos); (communities / projects); http://www.EATHAPPYPROJECT.COM;
http://www.eathappyproject.com/resource-hub/; http://www.eathappyproject.com/
https://www.facebook.com/tesco; https://twitter.com/tesco; http://www.youtube.com/user/
Tesco; http://www.pinterest.com/tesco/; https://plus.google.com/+tesco/posts; http://
www.PINTEREST.COM/TESCOFOOD/; https://twitter.com/TescoFood; http://
wellbeing/; https://WWW.FACEBOOK.COM/PAGES/TESCO-HEALTH-WELLBEING/
433603290038761; https://twitter.com/TescoHealth; http://plus.google.com/
107447113825650025140; https://WWW.YOUTUBE.COM/USER/EATHAPPYPROJECT;
https://plus.google.com/+EatHappyProject/posts; https://twitter.com/EatHappyProject;
https://twitter.com/TescoLiving; https://www.youtube.com/user/TescoLIFESTYLE; http://
www.facebook.com/raceforlife; https://twitter.com/raceforlife; http://www.youtube.com/
user/raceforlife; https://plus.google.com/106422310971611469045/videos; http://
www.youtube.com/user/Tescomedia; http://www.linkedin.com/company/3266; https://
www.flickr.com/photos/tescomedia; https://twitter.com/tescomedia; https://twitter.com/
TescoandSociety; https://www.facebook.com/ff; http://ff.TUMBLR.com; http://
www.pinterest.com/fandfclothing/; https://twitter.com/fandfclothing; http://
www.youtube.com/user/FandFClothing; https://plus.google.com/+fandfclothing/
posts; https://www.facebook.com/TescoOpticians; https://twitter.com/TescoOpticians;
https://www.facebook.com/TescoOpticians/app_151858328287166 (INSTAGRAM); https://
www.facebook.com/TescoOpticians/app_305927716147259 (Pinterest)

secure.tesco.com/register; http://www.tesco.com/clubcard; http://www.tesco.com/clubcard/DEALS; http://
Facebook); https://www.eathappyproject.com/register/; http://www.eathappyproject.com/RESOURCE-HUB/
raceforlife.cancerresearchuk.org (sign up for EVENT); (e-mail) http://www.tesco.com/clubcard/email-sign-up/
(CLUBCARD NEWSLETTER); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news"); (social CRM);
https://realfood.tesco.com/ -> Facebook Connect; http://www.tescohealthandwellbeing.com/app ("app fully
synchs with your desktop account”); (mobile); http://www.tesco.com/apps/iphone/ (+/- idem Android); Tesco
Groceries App, COOKING WITH KIDS APP, TESCO DISCOVER APP, Tesco Health and Wellbeing App, Tesco Tech
Magazine App, Blinkbox Music App, Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html;
http://www.tesco.com/apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on

INSPIRATION

#1. ”Inspire” "Tesco's Food Family Living
Magazine – incl. website and social
platforms - is packed with IDEAS
TO HELP CUSTOMERS enjoy great
food experiences, from planning the
weekly shop to cooking nutritious
meals to share with friends and
family.”
http://www.cedarcom.co.uk/
news/introducing-the-all-new-
tesco-magazine.html

“June 23rd (2014) Tesco has
launched its first ever beauty
tablet magazine, Beauty at
Tesco, filled with insider
know-how and INSPIRATION
to help readers look and feel
beautiful” the-cma.com/news
http://www.the-cma.com/news/tesco-and-cedar-
launch-innovative-new-summer-beauty-app
#1. ”Inspire”

“(...) From prepping your
body and staying safe in the
sun to how to work the
latest make-up, hair and
nail trends with confidence.
You can also discover the
best new beauty buys, and
find out what our readers
think of the latest nail
polishes and self-tans – all
from the comfort of your
sofa. Or you may choose to
download it for on-the-go
reading. (...)”
#1. ”Inspire”
“(...) Have a look at our step-by-step video tutorials
with industry experts (...). Pick up some new tricks,
and then try the looks out for yourself. There are
also two great competitions in the summer app –
enter to win a beauty goodie bag of make-up
and other treats, plus there are...”
http://
www.tescoliving.com/
beauty/blog/2014/june/
your-brand-new-beauty-fix

Tesco’s Eat Happy Project: INSPIRING /
edutaining kids (& teachers) to have a happier
healthier relationship with food
#1. ”Inspire”
http://www.krishna.me/
2014/tesco-eat-happy-
project/

FOOD
FAMILY
LIVING
Magazine
Social
CRM
Search


#2. ”Get personal”
ONE-TO-ONE content °DATA / CRM (Gated web (members only), e-mail sign-ups / subscriptions, mobile
apps (downloads), social CRM ('connect')): http://www.tesco.com/groceries/FAVOURITES/default.aspx;
http://www.tescoliving.com/saved-items; https://secure.tesco.com/REGISTER; http://www.tesco.com/
CLUBCARD; http://www.tesco.com/clubcard/deals; http://www.blinkbox.com; http://www.tesco.com/
clubcard/BABY-CLUB/; http://www.tescohealthandwellbeing.com/community/forums/forums.cfm;
http://www.tescohealthandwellbeing.com/LOGIN (Become a member / Login with Facebook); https://
www.eathappyproject.com/register/; http://www.eathappyproject.com/resource-hub/downloads-and-
resources/;https://www.tescoopticians.com/BookAnAppointment/; http://
raceforlife.cancerresearchuk.org (sign up for event); (e-mail) http://www.tesco.com/clubcard/EMAIL-
SIGN-UP/ (Clubcard newsletter); https://www.tescoplc.com/index.asp?pageid=76 ("Sign up for news");
(social CRM); https://realfood.tesco.com/ -> FACEBOOK CONNECT; http://
www.tescohealthandwellbeing.com/APP ("app fully synchs with your desktop account”); (mobile); http://
www.tesco.com/apps/iphone/ (+/- idem Android); Tesco Groceries App, Cooking With Kids App, Tesco
Discover App, Tesco Health and Wellbeing App, Tesco Tech Magazine App, Blinkbox Music App,
Blinkbox Books App; http://realfood.tesco.com/real-food-magazine/app.html; http://www.tesco.com/
apps/ipad/ (+/- idem Android & Windows tablet) idem + Blinkbox Movies App; exclusively on Android
tablet: http://www.tesco.com/apps/android-tablet/clubcard-tv/; http://www.tesco.com/direct/hudl/
(Hudl = 7" Android tablet by Tesco = "One-touch Tesco")

“Tesco buys into big data
to make marketing
MORE PERSONALISED”
(April 2014)
http://www.marketingweek.co.uk/disciplines/
data-/-crm-/-loyalty/news/tesco-buys-into-big-
data-to-make-marketing-more-personalised/
4009976.article

“Our strategic priority is to engage consumers and earn
their loyalty wherever they shop, in-store and online,
WITH PERSONALISED COMMUNICATIONS THAT ARE
VALUABLE AND MEANINGFUL. Our observed campaigns
to date have shown that increased relevance leads to
significantly better engagement and response rates.
Doing that at a scale of more than a billion people is
unprecedented.”
Simon Hay, CEO of Tesco subsidiary Dunnhumby, “the world’s leading customer science company”
http://www.marketingweek.co.uk/disciplines/data-/-crm-/-loyalty/news/tesco-buys-into-big-data-
to-make-marketing-more-personalised/4009976.article

“Tesco also announced plans to launch
a “digital Clubcard” that will allow
customers TO PERSONALISE THEIR
LOYALTY PROGRAMMES AND EARN
AND REDEEM POINTS AND VOUCHERS
IN STORE VIA THEIR MOBILE DEVICE.”
http://www.marketingweek.co.uk/disciplines/data-/-crm-/-loyalty/news/tesco-
buys-into-big-data-to-make-marketing-more-personalised/4009976.article

BTW: Tesco has its own 7” Android Tablet App
‘by Tesco’: the Hudl, enabling ‘ONE-TOUCH TESCO’
One unique feature of the Hudl is the little button that opens up a whole
world of Tesco. With a quick tap, you can be shopping, downloading
movies, watching the latest TV boxsets or listening to music.”
http://www.tesco.com/direct/hudl/#apps-media?hudlpage:appsmedia

FOOD
FAMILY
LIVING
magazine


Social
CRM
Search

#3. ”Orchestrate”
“Customers told us they wanted
more content, more frequently,
across more channels; so that’s
what we have created.”
Maureen Rice, Editor-in-chief at Cedar
http://www.cedarcom.co.uk/news/introducing-the-all-new-tesco-magazine.html

“The new magazine brings together
Tesco Real Food and the old style A5
Tesco magazine, both bi-monthly titles,
to give customers a LARGER, UNIFIED
PRINT TITLE produced 10 times a year.”
http://www.cedarcom.co.uk/news/introducing-
the-all-new-tesco-magazine.html

“The new magazine comes in
PRINT AND TABLET FORM, with
an augmented reality cover and
click-to-buy features delivered
using the Metaio platform and the
TESCO DISCOVER APP.”
http://www.cedarcom.co.uk/news/introducing-
the-all-new-tesco-magazine.html

“The magazine launches ALONGSIDE A NEW
CONTENT HUB AT TESCOLIVING.COM,
which delivers food and lifestyle content
through a single portal.”
http://www.cedarcom.co.uk/news/
introducing-the-all-new-tesco-
magazine.html

“There are also 35 new
RECIPE VIDEOS, including
brand new interactive
YouTube videos where the
customer can click menus
within the visuals
to choose which recipe
they want to learn
more about. This in
addition to over 300
existing videos covering
recipes, cookalongs and
provenance pieces showing
where our food comes from.”
http://www.cedarcom.co.uk/news/introducing-the-all-new-tesco-magazine.html

“Customers share Tesco
inspiration across
SIX SOCIAL CHANNELS
– Twitter, YouTube,
Pinterest, Instagram,
Facebook and Google+.”
http://www.cedarcom.co.uk/news/
introducing-the-all-new-tesco-
magazine.html

Content Marketing: 3 Takeaways from Tesco's

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