Author: Tesco Mobile
Document Type: Presentation
File Size:
Publication Date: 26 February 2025
From Event: Retail Marketing Conference on 27 February 2025
Key
presentation points:
- Sharing the
journey of how Tesco Mobile reimagined store communication fit a supermarket
space, as a telco retailer.
- Reducing space but increasing opportunities. How brand, trade and service
messages come together.
- Learning from customers and colleagues, using feedback to inform
its continued evolution.
The presentation
covers Tesco Mobile’s journey into a more digital approach to their in-store areas.
The presentation began
with a look at innovative recent telecoms retail on the high street, such as
the EE Experience Store, where communications are full integrated into
immersive experiences where shoppers can access gaming zones and even fully
equipped kitchens. Tesco Mobile detailed the challenges they have communicating
their offer in a shop-in-shop, within a busy grocery environment and in a space
that is no bigger than a high street barbers.
The newly designed
areas featured digital screens to reduce the paper POS needed, sustainable
materials and handsets for customers to see. Communications were playful with messaging
having a number of key principles: human first; always helpful; brave
personality; and connected.
However, customer
feedback uncovered that there was too much screen content, it was too fast, and
that touchscreen self-serve models were not popular and often created friction
for the shopper.
Tesco Mobile have now slowed the video
content down, reduced overall content by at least 50%, and are relevant and
authentic in their messaging. They have found that bigger and bolder works best
with simple messaging that is truly authentic and meeting their customers’
needs.
Presented by Kirsty
Kean, Head of Retail Marketing at Tesco Mobile at the POPAI Retail Marketing
Conference in London on 27th February 2025.
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