Having started selling online in Poland, Slovakia and the Czech
Republic in 2012, Tesco is now working to create
promotion-specific areas on each country’s website. The
supermarket says an enhanced promotions functionality will help
its central European customers get the best online deals before
they start their shopping.
It is working with multichannel specialist Ivis Group to cater to
the region’s offer-led culture and linking online promotions to
those in store in real time. “In central Europe, customers
plan their grocery shopping around promotions; offers are the
first thing they look at,” said Frans Falize, international
director of Tesco.com. “We’ve created separate promotion
areas that list all offers on our websites in Poland, Slovakia
and the Czech Republic so it’s easier for customers to browse.
These pages are hugely popular because promotions are embedded in
the culture.”
Ivis Group provides Tesco.com with product information and
promotions management tools to customise the offer in each local
market. The Sonetto Retail Suite houses a price and promotion
management (PPM) platform, while product information management
(PIM) technology provides the right information on the right
products to customers in a timely manner.
Further online operations are due to launch in Thailand and
Malaysia later this year.
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