Tesco to Step Up Digital Strategy to Enhance Customer Journey
According to Tesco's soon-to-be digital marketing chief, the retail giant's greatest challenge in that area is to find ways to use technology to "enrich and simplify" customer's lives.
Matt Atkinson, who is currently Chief Executive of the EHS 4D digital agency, has been appointed by Tesco to review their global digital operations. He will be officially joining the company later this year.
Mr Atkinson has said that many of the social media issues he faced agency side, such as developing integrated campaigns, demonstrating return on investment and proving value, are the same as those he will tackle at Tesco.
Speaking at a London seminar about multi-channel marketing, Mr Atkinson commented: "Today what we are trying to do is find ways to use creativity and technology, and data, which is an important ingredient of that, to add value to the shopping experience, to make buying easy, make choosing easy, make being healthy easy - to make all those things which are challenges for us in our daily lives much more simple, enriching, engaging and of real value."
He added: "There are a lot of different things you can do to do that. You can build a better website, you can do stuff on Facebook, you can produce better magazines."