What Tesco’s tablet means for customer interaction management

Published on 26 September 2013 by in Latest News

Tesco tablet customer interaction management1 What Tesco’s tablet means for customer interaction managementLeading UK supermarket chain Tesco has revealed plans to take on the tablet market, creating new opportunities for the retailer to better understand its customers.

Tesco has this week announced the launch of a new affordable own-brand tablet designed to bring mobile tablet technology to the masses, named ‘Hudl’. Priced at £119, Tesco believes the tablet should appeal to the three in every four UK consumers who have so far been dissuaded from purchasing a tablet due to prohibitive price levels.

“We feel the time is right for Tesco to help widen tablet ownership,” comments Tesco’s chief executive Philip Clarke, explaining, “Being online is an increasingly essential part of family life and whilst tablets are on the rise, usage is still quite limited.”

If this launch succeeds in bringing tablet ownership to the masses, retailers may be pushed to more rapidly adopt a specific tablet strategy. This means ensuring not only that all pages display correctly on the devices, but also that services are adapted to reflect how user behaviour differs between tablets, desktop computers and smartphones.

Beyond simply increasing the prevalence of tablets in the UK though, the new venture from Tesco also allows the brand to gain insight into its consumers’ preferences and adapt its services to better meet their needs.

Through built in integration with Tesco’s other digital services, including blinkbox movies, homeware, clothing and grocery shopping and the brand’s Clubcard TV reward scheme, the Hudl encourages consumers to use the entire portfolio of Tesco’s services. This represents a way for Tesco to better monitor what its customers care about to create a single customer data profile of each tablet user covering everything from film tastes to browsing and purchase behaviour.

Using this information, the brand can then adapt its offering to each individual consumer, tailoring everything from product recommendations to customer service responses to their requirements to create a more satisfying customer experience.

Contact numero to learn more about using CIM technology to offer customers a more personalised level of customer service in the mobile era.

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