* Well known as Britain’s leading food retail group with a presence in Europe and Asia.
* Generally recognized as the worlds largest online grocer.
* By September 2007, the online sales in the first half of the year were 748 million, a 35% year-on-year increase, and profit increased by 62% to 54.7 million.
* They now receive over 300,000 orders a week.
* In 2007 they outlines a 5 point strategy for the future:
1) To become an international retailer
2) To maintain a strong core UK business
3) To be as strong in non-food as in food
4) To develop retailing services
5) To put community at the heart of its offering.
* The tesco.com site acts as a portal to most of Tesco’s products.
* It introduces its online clothing website in 2005, initially to showcase its brands and to link customers to their nearest store in range.
* They usually lead the UK’s other leading grocery stores in terms of market share. This pattern is repeated online.
* Some companies are repeated because their main site and their online site are reported separately.
Promotion of service
* Tesco relies on in store advertising and marketing to the supermarkets clubcard loyalty schemes customer base to persuade customers to shop online.
* For existing customers, e-mail marketing and direct mail marketing to provide specilal offers and promotions to customers in important.
* According to Humby and Hunt an e-retailer Tesco.com uses what they describe as a commintment based segmentation or loyalty ladder which is based on recency of purchase, frequency of purchase and value which is used to identify six lifestyle categories which are then further divided to target communications:
1) Logged on
6) Logged off (the aim here is to win back)
* They then use automated event-triggered...