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Tesco, a $100-billion+ British retailer, operates in 14 countries with more than 5,000 retail stores. Other than traditional retailer offerings, Tesco offers services such as banking, insurance, travel services, online shopping, mobile phone services, weight-loss consulting, vision care, mobile applications, and more. Tesco is recognized as a technologically advanced company due to its broader IT vision and the mobility initiatives that it has taken since 2010. Tesco was awarded the “Mobile Retailer of the Year” award in 2011. Mobile & its impact on Retail Mobile plays an important role in consumer’s shopping habits today. Today’s consumers are smart and use their smartphones to do thorough product research, check online reviews, and compare prices - particularly on big-ticket items before making a buying decision. The Evolving Consumer – Retailer Interaction
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This change in shopping behavior has made brick and mortar retailers look at innovative ideas and tools for engaging customers. In such a scenario, smartphones and mobile applications provide a great platform to retailers to connect to their customers and engage them by providing a personalized shopping experience and building customer loyalty. Retailers have a critical need to advance their systems and look at more intelligent technologies to provide consumers an interactive shopping experience at their store and while on the move. Additionally, rapidly changing mobility landscape, evolution and adoption of mobile devices, and application marketplaces are forcing retail CIOs to strategically consider mobility as part of their overall IT strategy. The traditional shopping experience is changing; and the change is likely to happen even faster and more dramatic than the initial wave of mobile phone adoption because as of now over 4 billion people use a mobile phone. Challenges to be addressed Some of the challenges that retailers face today are: Open Standards - Use open standards and make it possible to build a standard API that developers can use to build interoperable, scalable and cost-effective applications. Platform Agnostic - The mobile initiatives must have wider acceptability across multiple and popular mobile platforms. Rich Consumer Experience - Build a richer, more enjoyable, more efficient, more relevant and personalized shopping experience. Social Shopping - Leverage social aspects of buying behavior to make shopping recommendations. Change in Retail Environment - Changes required in existing retail environments to cater to the above requirements.
Case Study – Tesco Mobility Tesco is focusing on technology improvements as a key driver for growth in the UK and overseas. Mobility is one of the key components in Tesco’s overall IT strategy. According to Tesco’s CIO Mr. Mike McNamara, the rise in use of mobile devices - particularly smartphones and tablets - has prompted a pronounced shift in how Tesco sells its products online and also at its stores, so becoming a multichannel retailer is another key goal for Tesco. As part of mobility initiatives since 2010, Tesco has launched a mobile website and number of mobile applications including a grocery application, Tesco finder application, Tesco Bank applications, and Clubcard application. Tesco is looking at mobility in a big way to provide total price transparency to consumers by providing them access to product information, prices, social reviews with the use of kiosks, and smartphones to help customers shop instore, online or on the move. Tesco mobile applications are platform agnostic (i.e. supported on multiple mobile platforms). Another key pillar of Tesco's IT strategy is access to a vast skill pool at Tesco Hindustan Service Centre (HSC), a Bangalore-based captive facility that provides IT, back-office and 2 © 2012, Endeavour Software Technologies
business services thru its specialized mobility vendors. In 2010, Tesco organized a code-a-thon called “Tesco Android Challenge” and invited a number of companies, including Endeavour, to compete with each other and demonstrate technical depth and overall mobility experience. Endeavour outshone all the other contestants and was selected by Tesco as their niche mobility vendor partner. Since 2010, Endeavour has been helping Tesco with mobile innovation and provides advisory services, technology validation services, development, and testing services to Tesco teams in the UK and at Tesco HSC, INDIA.
Services Offered by Endeavour-The Mobility Company
• Bring Technology Outside –
In with help of Endeavour Bring Technology Outside – In with help of Endeavour
Train I/TI/T teams in Tesco on • Train Teams in Tesco on emerging mobile technology, emerging mobile technology, deployment and deployment and support support Seeding Center of • Seeding center for developing the next set of application experts and of developing the next set leaders of mobility within application experts and Tesco leaders of mobility within Tesco
Mobile Technology Adoption
Quick Win Pilots and PoC
• Initiate POC and other Initiate POC & other projects help of projects withwith help of Endeavour to vet out needs, Endeavour to vet out needs, technology and solutions technology & solutions
Develop a standard process • Tesco I/T to manage withinDevelop a standard process within Tesco I/T to manage mobile enabled application mobile & solutions enabled application and solutions Leverage Endeavour’s Cross Platform/ Hybrid • Endeavour Cross platform / Experience Hybrid Experience
Tesco Mobility Process
Endeavour provides the following technical and advisory services to Tesco for development of Tesco suite of mobile applications: Mobility vision, roadmap articulation Mobile Applications Strategy (Native vs. Hybrid vs. Mobile Web) Technology Validation and Design Advisory Services Development Services Testing and Integration Services
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The Solution – Tesco Suite of Mobile Applications Tesco Groceries The Tesco Groceries application allows users to add/remove products to/from their basket, book a delivery slot, and also provides checkout options. The application uses barcode scanning, voice search or quick text search to find items quickly. (Available in Android market and Apple appstore) The Tesco Grocery Android application was rated among the top 50 apps (out of 450,000 apps) on the Android marketplace by Guardian, UK. http://www.guardian.co.uk/technology/2012/mar/18/top-50-android-phone-apps Tesco Clubcard The Tesco Clubcard application allows users to store Clubcard information on their phone in the form of a scan-able barcode. The Clubcard application can be used in place of the physical card at the checkout in Tesco stores across the UK. Users can enter their Clubcard card details into this application to create a Clubcard barcode. This barcode can then be scanned at the Tesco stores checkout. The Clubcard application is also available in Czech and Slovakia languages in the respective countries. (Available in Android market and Apple appstore)
Tesco One Application
The Tesco One application is a hybrid application. Tesco one uses native functionalities of Tesco Grocery and Clubcard applications and other functionalities of a mobile web application. Users can navigate to these features from the one application-landing page. Depending on which feature the user has selected, they can navigate to either the native application or the mobile web page. These native and mobile web features are pushed by Tesco servers and are configurable.
Features include: Native Applications o Groceries o Clubcard o Get in touch Mobile Web Applications o Tesco Store finder o Tesco Real food o Tesco Direct o Clubcard rewards
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About Endeavour Endeavour is a specialist mobility company and has been exclusively focused on mobile solution development since 2002. Based on our growth over the last decade we are confident that our role as the Mobility Services Company that acts as the “Mobility Integrator” to enterprises is critical to the enterprise mobile ecosystem. Our vision is to be the world's best "Mobility Integrator", and our strategy is to do this by: Enabling our People. By enabling our people to keep pace with the latest in mobility technology and become thought leaders in their areas of specialization Helping Customers. By proactively going to our customers and helping them drive business value from Mobile enablement.
With over a decade of proven mobility expertise, enabling award-winning customer deployments, Endeavour is evolving into one of the largest independent enterprise mobility companies globally.
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