Two of the UK’s largest retailers – Marks & Spencer and Tesco – are slicing deep into their customer data gathered online to feast on a larger chunk of Internet revenue.
M&S is taking full ownership of its digital platform to grab hold of online customer data, so it can to tailor its Web offer to the needs of customers in the UK and internationally. It previously partnered with Amazon.
The retailer has appointed SapientNitro to create the digital platform and ecommerce system. SapientNitro will also develop the M&S multi-channel customer experience, creating better links across all of its shopping channels.
The strategy is designed to help it meet its stated target of doubling online sales to £1bn by 2014.
Meanwhile, Tesco is relaunching its online service – Tesco.com – in a multimillion-pound initiative to personalise shoppers’ experience through behavioural targeting. The site already has annual sales of more than £2bn.
Each customer’s content will be driven by recommendations and data feeds about topics such as sales and top-rated products, similar to the system used by Amazon.The integration of Clubcard data will mean customers will see content reflecting their purchases, and those of consumers with similar profiles,
According to reports, Tesco hopes to bring all orders, preferences and Clubcard insights together, resulting in new levels of personalisation.
Andrew Williams, Tesco’s digital media manager, said: “We’re always working on improving our sites to make the shopping trip even better.”
