Name: Eve Henrikson
Job title: Online director, Tesco
You scored maximum points for website navigation. How much work has gone into that? We have improved search and product recommendations as well as highlighting seasonal content. Our dedicated Christmas area on the site highlighted our Christmas range, with helpful tips, meal ideas and recipe suggestions. We also created unique Christmas shopping lists for all customers based on customers’ past Christmas preferences and insight around festive shopping behaviour.
What was the biggest-selling product online over Christmas? We saw particularly strong performance in our party food and free-from ranges. Tesco Prosecco was a favourite, too.
Tesco made 566,000 deliveries in the week of Christmas. How did you ensure they were met without delays? We recruited 15,000 additional colleagues and commitment to excellent customer service meant delivery metrics saw a steady improvement throughout 2016.
Dave Lewis spoke at the recent results about giving up some of the online market. What do you mean by that? With our overall investment in everyday low prices and our Brand Guarantee we have reduced promotional and coupon activity specific to online over the past year. Our focus online is to continue to improve the experience for all customers.
Tesco has agreed to let Convibo begin delivering to London customers in a one-hour service. Is this sort of partnership something we can expect to see more of? Although we have no formal relationship with Convibo we are monitoring the ‘on-demand’ market and are always looking at ways to meet the needs of our customers. We offer a range of delivery and collection options.
How will the changes to the distribution network help? They will remove unnecessary complexity from our operation and help ensure we are making the best use of our existing sites.