Sir: Tesco’s new Commuter Zone is cleverer than it appears (‘Tesco takes its mobile phone shopping portal into Commuter Zone’, 3 November).
Everyone knows too much choice creates paralysis, and when buying via mobile, ease and speed of use are paramount. Commuter Zone allows shoppers to decide quickly and easily what to buy from a preselected range of items to meet every conceivable occasion – late night in the o ce; Friday night dinner; the healthy lunch to take to work.
You could say it’s Tesco Express on your mobile phone. It’s also a clever way for Tesco to inspire shoppers by suggesting new categories and products relevant to a speci c need .
Tesco also understands that busy commuters shop small and o en . With single households on the increase , not to mention petrol prices, it’s a logical move.
As 4G is rolled out , it is only a question of time before a critical mass of people use their mobiles for their grocery shopping. Plenty of people would be happy to spend their morning commute organising the evening’s shopping – and that leads to the question of ful lment.
Click & collect from the local Tesco Express appears to be vital – and exibility will be key, as many commuters have to deal with transport delays, unexpected work or last-minute social distractions.
Matt Barnett, head of digital, MARS London