Blog post 1: Audit Tesco website – Online supermarket website

The functionality and role of Tesco Website:

Tesco is the largest food retailer in the UK, and the company provides approximately around 4000 food items (Euromonitor, 2018). Cased by exploring https://www.tesco.com, the ultimate goal of website has been focused to create the value to its customers and to build their lifetime of customer loyalty. The web design of Tesco is usability as it is very simple and accessible for any areas of its website in order to easily gain the product and services information. This is an impact to help customers find what they are looking for.   Moreover, Tesco website has provided the price comparison among other brands as it has tried to bring more customers to itself as there is the additional feature of Price Checker (mySupermarket, 2018).

Customers Analysis:

Tesco is mainly targeting on female, and all ages categories, and it could be seen that Tesco is targeting for all users as seen in Appendix A (Alexa, 2018). To help understand the target of Tesco, ‘Buyer personas’  and ‘Customer Journey Map’ are created that based on actual data and market research (Gamble, 2018).

Buyer Personas #1

Buyer personas #2

Customer journey 

Competition Analysis:

Figure 1 : The Effectiveness of Websites

Source: Chaffey, D. and Ellis-Chadwick, F., (2016).

 

Regarding to the source of Alexa, there are two main competitors, namely Sainsbury and Asda as seen in Appendix B (Alexa, 2018). The effectiveness of website model ( as seen in Figure 1) by Chaffey & Ellis Chadwick (2016) will be used for the key of competition analysis.

The security for online delivery, when the the products are sent to the basket, and are clicked for checking out. There is payment information that has provided various methods of payment such as Visa, Visa Debit, Master card, Tesco Debit, and Tesco Credit as it has its own brand payment methods. Sainsbury has also provided alternative methods but it does not have its own brand payment method. Furthermore, Asda just has the simple payment method that requires its customers to fill in the payment form that does not show the alternative payment methods.

After purchasing the items, there are an email receipt to confirm the product order and an email for the confirm of order dispatch and order tracking number. This is an impact could be After-sales services that customers could feel secure and get a good service from the companies. In addition, delivery services of Tesco, Asda, and Sainsbury have facilitated to the customers who always purchase in an online and prefer the home delivery by providing the monthly delivery payment that is cheaper than paying day by day. For example, Tesco, Asda, and Sainsbury’s monthly delivery payment are £7.99 ,6.oo, and 6.67 per month (Tesco.com, 2018).

The positioning of Tesco, the company has provided a variety of products (product lines) with the cheapest price and discounted price as it is identical with Sainsbury and Asda as there is roll back price since they are more likely to compete each other by the price competition and services. Tesco is also more likely to compete others by providing online services. Regarding to Alexa analysis, Tesco’ traffic source of a search engine has the largest number of visits among other two competitors, almost 60% (Alexa, 2018). This is followed by social and link, representing by 3.95% (Alexa, 2018). Tesco customers are more likely to go to Tesco’s search engine, namely Tesco delivery, Tesco direct, Tesco Clubcard as seen in Appendix D (SimilarWeb, 2018). Tesco Clubcard ( Tescoclubcard.com) is differentiated since it is the strategy that creates the digital loyalty experience. The card not only provides the points after shopping and contactless technology, but it is also be used for other services such as ‘Uber’. For example, when customer would have 50 points equivalent to £50, it could be exchange to credit £1.5 for Uber service (Hobbs et al., 2018).

Example of youtube: Explanation of about Tesco Clubcard service

 

Example of social media (Instagram of Tescofood)

https://www.instagram.com/p/BcSaoPUhwbx/?utm_source=ig_web_copy_link

 

References:

Alexa (2018). Tesco.com Traffic, Demographics and Competitors – Alexa. [online] Available at: https://www.alexa.com/siteinfo/tesco.com#?sites=tesco.com [Accessed 8 Dec. 2018].

Chaffey, D. and Ellis-Chadwick, F. (2016). Digital marketing. Harlow (GB): Pearson.

Euromonitor.com. (2018). Tesco Company Profile – SWOT Analysis. [online] Available at: https://www.euromonitor.com/tesco-plc-in-retailing/report [Accessed 1 Dec. 2018].

Gamble, J. (2018). What is a Buyer Persona – and why is it important?. [online] B2bmarketinglab.co.uk. Available at: https://www.b2bmarketinglab.co.uk/blog/what-is-a-buyer-persona [Accessed 1 Dec. 2018].

Hobbs, T., Hobbs, T., Hobbs, T., Hobbs, T., Gee, R., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Reporters, M., Reporters, M., Rogers, C., Vizard, S., Fleming, M., Joy, S. and Joy, S. (2018). What happened to Tesco’s big plans for a digital Clubcard?. [online] Marketing Week. Available at: https://www.marketingweek.com/2017/07/11/changes-to-tesco-clubcard/ [Accessed 8 Dec. 2018].

mySupermarket. (2018). Tesco Price Comparison in ASDA | Tesco offers in mySupermarket. [online] Available at: https://www.mysupermarket.co.uk/brands/Tesco_in_ASDA.html [Accessed 2 Dec. 2018].

SimilarWeb. (2018). tesco.com Traffic Statistics. [online] Available at: https://www.similarweb.com/website/tesco.com#search [Accessed 5 Dec. 2018].

Tesco.com. (2018). Tesco :: Online Groceries, Banking & Mobile Phones. [online] Available at: https://www.tesco.com [Accessed 8 Dec. 2018].

Appendices:

Appendix A  The segmentation of customers statistic for Tesco Website

Source: Alexa (2018)

Appendix B  it shows the main competitors for Tesco

Source: Alexa (2018)

 

Appendix C: Traffic sources’ Tesco, Asda, Sainsbury

Source: Alexa (2018)

 

Appendix D : Tesco’s Search engine

Source: SimilarWeb (2018)