|Number of TAGs®:||100+|
|Type of TAGs®:||Allergen, Health, Lifestyle|
|Platforms:||Web & App|
|Results:||Significant improvement in the shopping experience:
Demonstrable commercial impact from the implementation of Product TAGs®:
Challenges: With a vision for being the healthiest grocery retailer to work and shop in the UK, Tesco launched a corporate initiative – ‘Little Helps’ aimed at making it easier for their customers to eat well and make small & sustainable changes towards health. However in helping its customers lead healthier lives, Tesco realised they were not addressing a core consumer problem: helping customers with specific diets and food preferences to quickly and easily find relevant food choices.
Also, dealing with a large product database and unstructured data Tesco struggled to accurately provide the transparency and personalisation around dietary attributes that their customers were asking for and could rely on.
In a time where customers are becoming more demanding of how retailers engage with them in a 1 to 1 conversation and fulfilling their individual needs, this richness of data becomes extremely important to provide these levels of personalisation that not only differentiate a retailer to its customer base but protect share of wallet and traffic in a growing competitive landscape.
How Spoon Guru Helped: Recognising the potential of Spoon Gurus’s technology & value of its data, Tesco partnered with Spoon Guru to make sense of its unstructured data and further enrich it by comprehensively assigning 100+ dietary attributes to each of its products across the Tesco.com shopping platform. Accelerating the ability for Tesco customers to tailor their food shopping according to their preferences making Tesco.com a destination for easy, safe and relevant food discovery.
Spoon Guru Product TAGs® now power dietary filters and search results online (Web+ App) for quick, easy, and relevant product discovery for customers’ individual or household dietary needs.
Results, Return on Investment and Future Plans: Live with Product TAGs® since 2017, Tesco has seen a significant improvement in the Tesco shopping experience. For example, post Spoon Guru reindexing Tesco’s online grocery customers can now find & access 16,000+ vegan products vs 162 products previously & 24,000+ gluten free products vs. 327.
Further Tesco are also seeing a demonstrable commercial impact from the implementation of Product TAGs®. Tesco’s basket conversion rate has seen up to a 500 percent increase in conversion from major dietary key term searches (e.g. vegan, gluten-free, organic and low fat). Revenue from dietary related free text searches has also increased by 10%.
Bolstered by the success, Tesco have since launched other health driving initiatives with Spoon Guru such as Healthy Swaps with the aim helping its customers lead healthier lives and help cement its position as the healthiest grocery retailer to shop within the UK.
“Spoon Guru has had a really positive, demonstrable impact on our online grocery business”
– Alessandra Belinni (CCO)
“We want to make it easy for customers to shop with us online and help them make the right food choices. Adding the Spoon Guru technology to Tesco.com is another help for customers… it makes a big difference to those with specific diets and tastes”
– Alessandra Belinni (CCO)