Tesco seeks to boost engagement through increased social media activity

Tesco is ramping up its social media activity, with units from within the business, including Tesco Bank, preparing to boost their promotional campaigns on Facebook and Twitter.

The UK’s largest retailer is talking to agencies about how it can use social platforms to engage in a closer relationship with customers for brands across its entire portfolio of products, with campaigns to roll out over the next few months.

Industry sources confirmed Tesco Bank has appointed its digital agency Arena Quantum to launch a social media campaign promoting a new product from later this month.

There are currently 19 Tesco-themed Twitter feeds. Most have remained dormant sine last year but some, such as ClothingatTesco, are updated more regularly.

Tesco was approached to comment on its plans for social media but was unable to provide a spokesperson by time of publication.

In a separate interview with new media age, Nick Lansley, head of research and development at Tesco.com, said certain Tesco units were considering bolstering their social media activity to promote awareness of aspirational products.

Enhancing its social strategy would help improve its personal relationships with customers and boost loyalty, he said.

“We recently launched a Friday Frenzy campaign [on Facebook for the Clothing at Tesco unit] and were able to build an audience of more than 40,000 people in a week,” he added.

Earlier in the year new media age revealed Tesco was working with crowdsourcing company Right Now to monitor opinions posted about the brand on Twitter.

This story first appeared on newmediaage.co.uk

Readers' comments (1)

  • Social media is all the rage, with many leading brands jumping on the bandwagon, with varying levels of success. It will be interesting to see the outcome of Tesco’s social media campaign in the next few months, and in particular how they engage with their most loyal Clubcard members. Increasingly, customers want to engage and interact more with consumer brands in the digital space, and Tesco now has an opportunity to proactively build a loyal following online – which if successful should ultimately drive an increase in sales and customer loyalty. However, social media throws up surprises consistently and combining a loyalty programme with social media is not always so straight forward. If Tesco gets the strategy and implementation right, the rewards will be significant.

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