TescoFoodie defines the value of delivering a 1:1 Retailing customer experience.
An interactive mobile app that pulls Tesco recipes from the supermarket’s Real Food website and combines it with the knowledge of an individual store’s layout and product availability to deliver a highly personalised customer shopping experience took the Best Overall Design Award at this year’s Tesco Hackathon.
TescoFoodie was built by a team from global management consultancy Kurt Salmon and mobile integration specialists Mobispoke, with support from IBM and a Tesco store manager. It epitomises the concept of 1:1 Retailing, whereby customer shopping preferences and behaviours are married with existing technology and retail data to boost sales.
Based natively on a customer’s mobile phone, it is an app that would work in the “real” world. TescoFoodie uses live product data from Tesco, so only presents those recipes where all the ingredients are available in the desired store and even guides customers to their in-store location. This not only avoids disappointment should a key product be out-of-stock but on a positive side provides the retailer with opportunities to increase conversion and cross-sell.
TescoFoodie also offers cooking instructions and can communicate with an in-store kiosk via Bluetooth for extra recipe ideas. There is also a social media element so foodies can share their creations via the @TescoFoodie handle.
“Winning the ‘Best Design’ award is a great endorsement of the expertise and talent within the Kurt Salmon digital team,” said Sarah Davis, associate partner, Kurt Salmon. “It clearly demonstrates our understanding of how to use existing store data creatively with new technology to increase sales and provide true customer benefit.”
Eric Shea, co-founder and vice-president of technology at Mobispoke, explained that “as an organisation dedicated to evolving the customer experience, we designed the TescoFoodie app to help consumers better interact with their groceries, both in-store and online. This recognition further underscores our dedication to evolving the customer experience with the vision of revolutionising retail.”
The hackathon, which was for Tesco staff and invited partners only, took place at Tesco’s headquarters over 24 hours on 7-8 May 2015.