Tesco’s online dominance – it takes almost 50p of every £1 spent on web food shopping – has not been driven by being first to market; it is the result of a major investment in organic search and its website, according to one expert.
For a blog post, Intelligent Positioning director Sam Silverwood-Cope carried out an indepth study into Tesco’s strategy and found not only does the retailer have a huge lead over rivals in more than 700 common food terms, its visibility across non-food searches also leads the pack.
Using data from Pi Datametrics, he found Tesco is by far the most visible supermarket, while all the other major supermarket brands hardly feature outside the general supermarket indexes.
Silverwood-Cope said: “The most powerful aspect of Tesco is that it reflects the diversity of the large store offering with its online offering. The visibility across non-food searches is as good as it is across the grocery searches.
“And if this means having presence in front of 150,000 mothers looking for baby products (who may also want to do addtional shopping) then this is well worth the investment.
“One would have thought that Boots or Mumsnet would have the products and content to have the most powerful websites for their own sector, but no Tesco is supreme in this area too.”
The research shows that this performance is replicated across many other areas, including electrical products and online videos, where the purchase of Blinkbox is positioned to compete with Netflix.
Silverwood-Cope concluded: “It is the dominance in the grocery sectors plus its diversity online combined with offline fulfilment that will see Tesco continue with its supremacy for some time to come.”
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Why organic search is driving Tesco’s success online http://t.co/iPEy2QIuwL #directmarketing #data #digitalmarketing #advertising #seo #crm