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Consumers who enter your store, produce their smart phone and start comparing prices with others: for most retailers it is their worst nightmare, for Tesco it is an opportunity to exploit boldly.
Offering an extra service – and more
Tesco will be the first British chain to offer all its customers free WiFi in stores. Anyone who enters can log on to their network for free and start surfing while filling the shopping basket. “We know that consumers already are surfing to compare prices and to search recipes”, says CIO Mike McNamara, “so we just offer them an extra service. “
Of course, this is not Tesco’s only reason to offer the new service. Their customers loyalty card will be linked to the smart phone, so special offers and personalised recipes can be sent straight to the shopping customer’s smart phone. Moreover, Tesco stores are already equipped with WiFi for internal use, so the new policy would not demand huge investments.
The WiFi is just one of the moves with which new CEO Philip Clarke wants to bring new life to the British stores and follow the changing consumer behaviour. The project will start with four trial projects, but in 12 months, all British Tescos should have the free WiFi.
