It's all very easy for us digital internet types to get sniffy about how TV advertising is old hat with its scatter-gun approach to marketing and no direct feedback that it works.
I was in this mood when I chatted with Tesco.com's marketing team on the eve of the first TV commercial for the iPhone Tesco Groceries scanning feature last Thursday.
I have to say that they do tolerate me, do marketing. They just smiled and asked me to wait and see.
The TV commercial has been airing since Thursday and...
...now we're in the top 5 list of most downloaded UK apps on iTunes. Oh, and my colleague Omar took a copy of the various API server logs and drew graphs. The graphs showed load levels where the app had been in communication with our servers. The load level graphs had some big peaks, and the peaks matched with the timings of the TV commercials.
That's right - the 40-second commercial basically gets people to scan the barcodes on products - and, when they watch the commercial, they pick up their iPhones immediately and start doing just that! The peaks appear not just from showing the advert on ITV1 (the UK's most-watched commercial TV channel) but even on less-viewed channels - both free and pay TV - on which our commercial is being shown.
I love the thought of thousands of people sat in their living rooms watching TV, viewing the ad which persuades them to pick up their nearby iPhone immediately and ... well... scan something.
I wonder what other customers might find to scan as they get overwhelmed with barcoding desire at the instruction of the commercial? Since the server logs are deliberately anonymised, it has just struck me that I should find out what products were being scanned. For example, as I look around my living room I can spot several grocery items with barcodes - bars of dark chocolate, a DVD of comedian Dara O'Briain I received for Christmas, and a box of Tesco value tissues. Would watching the commercial just make me the scan them? The evidence from the log peaks suggest that I would!
Make no mistake - the lesson that us sniffy web 2.0 digital types need to learn is this:
After 60 years, TV advertising still works.
Thursday, 13 January 2011
Sunday, 9 January 2011
I'm presenting at CoDev 2011 conference in Scottsdale, AZ, 24-26 Jan
Just to let you know that I am presenting at the excellent CoDev 2011 conference on 24-26 January.
The conference fosters co-development and open innovation - which chimes perfectly with my work with the Tesco API which is open to third party developers and linked to our affiliates scheme.
The conference takes place at the Talking Stick Resort, Scottsdale (near Phoenix) in Arizona from 24th to 26th January.
As well as giving a speech on our mobile strategy (and the thought processes around third-party involvement behind it), I'll also be in and around the conference (and maybe on a panel) throughout these dates, so if you're there I look forward to meeting you.
More info on the CoDev 2011 conference here.
I have been appointed to the UK's MCJIC (Mobile Industry) Committee
I am very happy to have accepted a position on the UK's Mobile Commerce Joint Industry Committee (MCJIC), the committee established to ensure that UK businesses are prepared for the changes, opportunities and challenges that accompany the explosive growth in mobile commerce.
The MCJIC has been formed by the Association of Interactive Media and Entertainment (AIME), The Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG) - the latter of which Tesco.com is a senate member. I have been representing Tesco.com at IMRG events over the past few years, and have become well known for my advocacy concerning bringing Tesco to any internet-connected device (with the customer's permission!).
The MCJIC has been specifically set up to assist retailers, technology providers, consumers and regulators through the promotion of 'best practice' to help us all drive the growth of mobile-based commerce. It will cover all aspects of this form of commerce from mobile marketing and payment, to site optimisation, application development best practice, vouchers and coupons, and even the ability to verify someone's age.
We'll also engage in education, commission research and, as my driver, document best practice through the establishment of an online library.
The establishment of MCJIC results from recent research collaboration between the three associations (AIME, IAB and IMRG) which found 59% UK retail brands believe that their mobile revenues will increase in 2011, with 94% regarding it as a game-changing opportunity for their business.
My own involvement is to advocate best practice from a technical point of view. For example, when we have built Tesco apps for mobile phones, I have always made sure that the communications that has to take place between your Tesco app and our servers uses as few bytes of data as possible. Customers would not be happy if our apps bit deeply into their allocated monthly included data tariff, and I want to bring this level of thoughtfulness to all apps. So I want to build a library of good practice, with practical evidence that supports it.
I join several well-regarded peers on the MCJIC committee:
*Everything Everywhere is the joint collaboration of UK mobile providers Orange and T-Mobile.
The MCJIC has been formed by the Association of Interactive Media and Entertainment (AIME), The Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG) - the latter of which Tesco.com is a senate member. I have been representing Tesco.com at IMRG events over the past few years, and have become well known for my advocacy concerning bringing Tesco to any internet-connected device (with the customer's permission!).
The MCJIC has been specifically set up to assist retailers, technology providers, consumers and regulators through the promotion of 'best practice' to help us all drive the growth of mobile-based commerce. It will cover all aspects of this form of commerce from mobile marketing and payment, to site optimisation, application development best practice, vouchers and coupons, and even the ability to verify someone's age.
We'll also engage in education, commission research and, as my driver, document best practice through the establishment of an online library.
The establishment of MCJIC results from recent research collaboration between the three associations (AIME, IAB and IMRG) which found 59% UK retail brands believe that their mobile revenues will increase in 2011, with 94% regarding it as a game-changing opportunity for their business.
My own involvement is to advocate best practice from a technical point of view. For example, when we have built Tesco apps for mobile phones, I have always made sure that the communications that has to take place between your Tesco app and our servers uses as few bytes of data as possible. Customers would not be happy if our apps bit deeply into their allocated monthly included data tariff, and I want to bring this level of thoughtfulness to all apps. So I want to build a library of good practice, with practical evidence that supports it.
I join several well-regarded peers on the MCJIC committee:
- Andrew McClelland, director of operations, IMRG
- Steve Ricketts, head of mobile marketing and payment services, Everything Everywhere*
- Toby Padgham, general secretary, AIME
- Jon Mew, head of mobile, IAB
- Patrick Munden, head of seller communications UK & Ireland, eBay UK
- Richard Mann, chief operating officer, Mobile Interactive Group
- Sienne Veit, business development manager - new technologies, M&S Direct
- and myself as head of R&D, Tesco.com
At our first meeting just before Christmas, we appointed Andrew McClelland as chairperson to lead us through the first phase of projects, and we'll be meeting again soon to get underway with the new work.
I'm sure we'll have our MCJIC web site up and running soon, so look out for that - I'll announce it here as soon as it's live.
*Everything Everywhere is the joint collaboration of UK mobile providers Orange and T-Mobile.
Friday, 7 January 2011
Tesco TV Campaign Highlights iPhone App Barcode Scanning
If you're an Emmerdale fan than you will no doubt have seen the excellent and amusing 40-second TV commercial from our marketing department.
The commercial shows our "Tesco family" using the barcode scanning facility on their iPhone as they go about life. You'll see the ad popping up all over the place on commercial TV channels in the UK over the next four weeks.
If you haven't spotted the commercial yet, don't worry: I watched Emmerdale on your behalf and recorded the commercial (the things I do for you!). You can watch it now:
The commercial shows our "Tesco family" using the barcode scanning facility on their iPhone as they go about life. You'll see the ad popping up all over the place on commercial TV channels in the UK over the next four weeks.
If you haven't spotted the commercial yet, don't worry: I watched Emmerdale on your behalf and recorded the commercial (the things I do for you!). You can watch it now:
Don't forget that you can use the barcode scanner on the Tesco Groceries app only if you have an iPhone 4 or have upgraded your iPhone 3GS to IOS4 (which you can do easily using iTunes).
The groceries app will work on iPad and non-IOS4 iPhones but the barcode scanner is disabled for technical reasons and because the iPad has no camera!
All change at the top of Tesco.com
Laura Wade-Gery, CEO of Tesco.com is leaving Tesco.com to join the newly formed Tesco UK Board of Directors reporting to our forthcoming new Tesco chief Philip Clarke.
Laura's role is being taken by Ken Towle, currently CEO of Tesco's China operation. Ken will have the new title 'Director of Internet Retailing'.
Laura leaves after 7 years leading Tesco.com, but her new role takes her to new heights as Commercial Director for Clothing, Electronics and General Merchandise on the new UK board.
Ken Towle was the person who led us at the origins of Tesco online in the 1990s. When I joined the fledging 'team of ten' in early 1995, Ken was project manager for the "see what we can do with this thing called the internet" venture. So he has come full circle (as I reminded him in a congratulatory email I sent earlier today) back to a business several thousand times the size it was under his original leadership.
It is interesting to note that Ken is 'Director of Internet Retailing' rather than continuing the 'CEO' role. Why? Well Tesco.com was formed as its own limited company (wholly owned by Tesco PLC) so that it could operate with its own autonomy and agile principles. It also protected the 'mother ship' by ensuring financial transparency rather than mixing up the accounts. We wanted to show shareholders the added success (or otherwise) that our online operations would bring to the company, and that was best accomplished with our own accounts and structure.
That was a decade ago and something tells me that shareholders regard our online operations today as successful! Now, under Philip Clarke's leadership, Tesco.com is becoming a more integrated part of Tesco PLC because customers see us as "One Tesco" so we need to ensure we behave that uniform multi-channel way.
Laura is joined on the new UK board by Carolyn Bradley who is Tesco UK Marketing Director. Carolyn led Tesco.com from 1998 through to John Browett's appointment as the first Tesco.com CEO in 2000 (and continued to work alongside John until 2002). So that's two Tesco.com alumni on the new UK board.
John Browett handed the reins of Tesco.com to Laura in 2004. Interestingly, John is now CEO of Dixons Group (DSG) and you could argue that Laura is basically doing his present job now in Tesco given that she has the 'Electricals' remit and that our business is an order of magnitude bigger than DSG.
More about the Tesco's new UK board of directors here (Financial Times)
--
Chris Brocklesby has just joined Tesco.com as our new CIO, replacing JJ VanOosten who has left Tesco to pursue other interests. Chris was UK IT Director for Tesco and brings a wealth of in-depth experience of IT from the 'mother ship'.
So it's all change at the top as we gear up for 2011.
Laura's role is being taken by Ken Towle, currently CEO of Tesco's China operation. Ken will have the new title 'Director of Internet Retailing'.
Laura leaves after 7 years leading Tesco.com, but her new role takes her to new heights as Commercial Director for Clothing, Electronics and General Merchandise on the new UK board.
Ken Towle was the person who led us at the origins of Tesco online in the 1990s. When I joined the fledging 'team of ten' in early 1995, Ken was project manager for the "see what we can do with this thing called the internet" venture. So he has come full circle (as I reminded him in a congratulatory email I sent earlier today) back to a business several thousand times the size it was under his original leadership.
It is interesting to note that Ken is 'Director of Internet Retailing' rather than continuing the 'CEO' role. Why? Well Tesco.com was formed as its own limited company (wholly owned by Tesco PLC) so that it could operate with its own autonomy and agile principles. It also protected the 'mother ship' by ensuring financial transparency rather than mixing up the accounts. We wanted to show shareholders the added success (or otherwise) that our online operations would bring to the company, and that was best accomplished with our own accounts and structure.
That was a decade ago and something tells me that shareholders regard our online operations today as successful! Now, under Philip Clarke's leadership, Tesco.com is becoming a more integrated part of Tesco PLC because customers see us as "One Tesco" so we need to ensure we behave that uniform multi-channel way.
Laura is joined on the new UK board by Carolyn Bradley who is Tesco UK Marketing Director. Carolyn led Tesco.com from 1998 through to John Browett's appointment as the first Tesco.com CEO in 2000 (and continued to work alongside John until 2002). So that's two Tesco.com alumni on the new UK board.
John Browett handed the reins of Tesco.com to Laura in 2004. Interestingly, John is now CEO of Dixons Group (DSG) and you could argue that Laura is basically doing his present job now in Tesco given that she has the 'Electricals' remit and that our business is an order of magnitude bigger than DSG.
More about the Tesco's new UK board of directors here (Financial Times)
--
Chris Brocklesby has just joined Tesco.com as our new CIO, replacing JJ VanOosten who has left Tesco to pursue other interests. Chris was UK IT Director for Tesco and brings a wealth of in-depth experience of IT from the 'mother ship'.
So it's all change at the top as we gear up for 2011.
Wednesday, 5 January 2011
Are you The Nation's Noggin?
Tesco Mobile and their marketing agency Ruby have together launched a fun and engaging Facebook app called The Nation’s Noggin which is designed as a set of ‘brain-training’-style fun and crazy games.
Your aim is to complete each level in The Nation’s Noggin quickly and correctly, earning as many points as you can by completing the various mini-games. If you're good you become ranked in the ’Leaderboard’ section where you can compare scores with other people in your region, friends or family. Usefully there is a practice zone where you can hone your skills in private.
Rob Spicer from Tesco Mobile and Sam Grischotti from Ruby agency told me that the reason they created this app was to give something back to the customer and help raise awareness of the Tesco Mobile brand. They have sent me a set of screenshots to show you around (click for larger images), but of course if you are a Facebook member, you can go straight to the app at:
http://apps.facebook.com/nationsnoggin (note that the web address starts 'apps' not 'www')
I’ve used the app found the experience really enjoyable - so see you on The Nation’s Noggin Leadership Boards...below me of course..!
---
News has come through about a round of funding for social networking site Facebook has given that brand the same market value as the whole Tesco. Not bad for a company started just under 7 years (as opposed to our 70 years) ago!
Sunday, 2 January 2011
Does your Tesco Finder app crash when starting up?
I've just accepted an update of Tesco Finder and now it crashes as soon as I start the app! Help!
If you downloaded the Tesco Finder app in the past, then updated to the more recent version of the iPhone Operating System, then take our Tesco Finder app update, our updated app seems to crash on some customers' phones.
There seems to be a further clue: it is mostly affecting customers who have upgraded to version 4 of iOS but not yet further upgraded to v4.2.1 (the very latest version at the time of writing).
You can find out your version by tapping on the Settings app, then selecting General - About - and reading the version number. My iPhone says: version 4.2.1 (8C148).
Customers downloading the app fresh for the first time are not having this problem - it's about the new app version using its old data store after an iOS upgrade.
To get round this problem, here's what you need to do:
Our apologies for having to get you to do this. It results from the latest Apple iOS having a data store which does not seem to be fully backward-compatible. When you updated the iOS version (iPhone's operating system) when instructed to by iTunes, it protected the earlier app code and data store. However when we compiled the new app against the latest iOS, the 'earlier version protection' was no longer provided by your iPhone. The updated app tries to connect to a now incompatible data store left over from the earlier version of Tesco Finder and crashes.
When we are back at work, we'll look at how the app can survive the crash and attempt to rebuild the data store (or wipe it out and create a new data store). We'll need to do something because the current live version, 2.3 has an overall 1-star rating :(
It's also a learning curve to be fed through to our testing process. It looks like we need iPhones with different iOS versions in order to test the upgrade not just of our app but cope with the consequences of an iOS upgrade too.
If you downloaded the Tesco Finder app in the past, then updated to the more recent version of the iPhone Operating System, then take our Tesco Finder app update, our updated app seems to crash on some customers' phones.
There seems to be a further clue: it is mostly affecting customers who have upgraded to version 4 of iOS but not yet further upgraded to v4.2.1 (the very latest version at the time of writing).
You can find out your version by tapping on the Settings app, then selecting General - About - and reading the version number. My iPhone says: version 4.2.1 (8C148).
Customers downloading the app fresh for the first time are not having this problem - it's about the new app version using its old data store after an iOS upgrade.
To get round this problem, here's what you need to do:
- Sync your iPhone with iTunes to make a backup copy of Tesco Finder (unless you want to download the app again),
- Delete the app off your iPhone,
- Shutdown and restart your iPhone (this clears away all remnants of the app),
- Re-sync with your iTunes program to copy the app back on to the phone, or re-download the app from the App Store - and please check your iPhone has the latest Apple operating system installed - iTunes will help you confirm this - at the time of writing it is v4.2.1 .
- Start the app (it will ask you to re-select your home store). The freshly installed app will rebuild the data store compatible with your iPhone.
Our apologies for having to get you to do this. It results from the latest Apple iOS having a data store which does not seem to be fully backward-compatible. When you updated the iOS version (iPhone's operating system) when instructed to by iTunes, it protected the earlier app code and data store. However when we compiled the new app against the latest iOS, the 'earlier version protection' was no longer provided by your iPhone. The updated app tries to connect to a now incompatible data store left over from the earlier version of Tesco Finder and crashes.
When we are back at work, we'll look at how the app can survive the crash and attempt to rebuild the data store (or wipe it out and create a new data store). We'll need to do something because the current live version, 2.3 has an overall 1-star rating :(
It's also a learning curve to be fed through to our testing process. It looks like we need iPhones with different iOS versions in order to test the upgrade not just of our app but cope with the consequences of an iOS upgrade too.
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