Listening to our customers in ‘real’ time
5 March 2013 By Scott Deutrom
A couple of years ago if someone had told me I was going to be MD of Clubcard TV, it would probably have conjured up visions of a TV channel promoting Tesco products to Tesco customers. But that’s not what Clubcard TV is about. We’re launching Clubcard TV today so that we can reward our customers with hundreds of movies and TV shows for free, programmes that we know they like to watch and that they can watch any time they like.
As a nation, we are passionate about watching movies and TV shows. We’ve been like this for years, ever since the TV became the centre piece in our living rooms.
What has changed dramatically is the choice we now have. Thirty years ago, there were four channels and you could know what most Britons were watching on any given night.
Today, families have more TV channels to choose from and can watch what they want when they want on a variety of devices – smart TVs, tablets, PCs, macs, mobiles. This kind of viewing has become central to family life because it means we no longer have to be tied down to the living room or schedules or worry about setting the record function.
We’re excited by what Clubcard TV can bring to our customers. It’s hassle free and there are no charges, contracts or subscriptions. All they need is a broadband connection. The content we’ve picked is specifically aimed at families and kids because we know this is what our customers want. We’re offering free access to great blockbuster movie favourites, a range of documentaries, dramas, comedies and children’s programmes. If customers want to watch the latest releases, they can do this through blinkbox. What we want is to make watching great entertainment as easy as possible. Our customers can make their TV entertainment fit with their busy family schedules, around the school runs, the commute to work or having friends round on a Saturday.
We have launched the service with Clubcard because it means we can know our customers better than anyone. It means we can be innovative in the way we bring our customers free movies and TV and use targeted advertising to support the service. By using Clubcard, we can look at what customers buy from us, what things they like, and then make an effort to target adverts that are more relevant to them. Better still, we can target adverts based on what our customers bought yesterday, we can show that we are listening to our customers in ‘real’ time.
We’re launching today with a great blend of programming that we know our customers will like and we will grow this collection over time as customers tell us what they want to see more of. This is just the start of our journey.
Tesco Click & Collect Grocery is available in over 260 locations - and best of all, it’s now FREE #Tesco http://t.co/AT3sNhEi77