Britain's biggest retail chain Tesco were widely viewed as ecommerce pioneers when they launched their first online grocery store more than 11 years ago. Since then their eCommerce presence has gone from strength to strength, with online sales growth of 15% reported across their product portfolio in 2011.
The high street giant's clothing brand, F&F, was launched in 2006 with Tesco Clothing rapidly becoming a popular service amongst customers. Tesco overtook Asda as the UK's second largest volume clothing retailer in the same year, quickly expanding its presence to 10 global markets and achieving a market-leading share across Eastern Europe last year.
In 2011 Tesco turned to Locayta Freestyle Merchandising to enhance their online clothing store with the use of product recommendations and more recently accessory recommendations.
They were so impressed with the performance of the technology that they are now planning to roll out the entire Locayta Freestyle Merchandising platform to Tesco Clothing.
Product and accessory recommendations track and analyse the behaviour of shoppers – from items searched to products added to baskets and purchased. This data enables Locayta to suggest highly relevant additional items to shoppers at every point across the user journey, from initial search to point of purchase. Recommendations are made in real time, delivering the fast, value adding service consumers expect from modern ecommerce sites.
Mark Wakeley, Change Manager at Tesco, appreciates the potential of product recommendations to deliver guaranteed returns as well as the technology's ability to build a loyal customer base. “Locayta's product and accessory recommendations ensure that customers have quick access to the outfits they seek” he explains. “It's about offering convenient service, helping customers to choose the ideal look for them, and ultimately increasing conversion rates and order values by pointing them towards extra products that will complement their main choices.”
“Until we launched with Locayta our systems just couldn't achieve what we needed to do” Mark continues. “Locayta provided a solution that is easy to use and delivers results. You are fully supported every step of the way. Implementation and development is very pro-active. We've experienced some staff turnover in the past year and Locayta have been quick to respond to the training needs of new people. They are a great company who take the time to meet with us once a week to look at potential new advances that will tighten our performance further.”