Direct Commerce discuss the implementation by IVIS Group of market and customer segment specific promotions for Tesco in their Eastern European markets
Having started selling online in Poland, Slovakia and the Czech Republic in 2012, Tesco is now working to create promotion-specific areas on each country’s website. The supermarket says an enhanced promotions functionality will help its central European customers get the best online deals before they start their shopping.
It is working with multichannel specialist Ivis Group to cater to the region’s offer-led culture and linking online promotions to those in store in real time. “In central Europe, customers plan their grocery shopping around promotions; offers are the first thing they look at,” said Frans Falize, international director of Tesco.com. “We’ve created separate promotion areas that list all offers on our websites in Poland, Slovakia and the Czech Republic so it’s easier for customers to browse. These pages are hugely popular because promotions are embedded in the culture.”
Ivis Group provides Tesco.com with product information and promotions management tools to customise the offer in each local market. The Sonetto Retail Suite houses a price and promotion management (PPM) platform, while product information management (PIM) technology provides the right information on the right products to customers in a timely manner.
Further online operations are due to launch in Thailand and Malaysia later this year.