Campaign: Tesco Greener Living website
WPP company: Forward UK
Tesco’s Greener Living website showcases the UK supermarket’s green products and advises customers on how to make quick and easy steps to lead a more environmentally-friendly lifestyle. The site also shows customers how being greener can help save money, supporting Tesco’s brand proposition ‘Every Little Helps’.
In 2009, Forward was asked to redesign the website and its content, making it more dynamic and easy to navigate.
Customer research indicated that saving money was the biggest motivator for environmental behaviour among Tesco customers. In response, Forward developed a fully interactive ‘Save Money House,’ which people can use to find out how to lower their carbon footprint and their living expenses. To encourage people to choose food grown closer to home, a new section was created where users can build their own recipe book based on seasonal produce recommendations. Other dynamic features, include a live ‘Green news’ feed, videos, blogs and interactive games.
To support the launch, Forward created a marketing strategy to raise awareness of the new website and inspire people to visit. This included mail-outs to customers and advertising in stores, online and in the in-store magazine. An interactive game which encouraged people to sign up to a monthly newsletter was played over 100,000 times.
In the first three months after launch, traffic to the website increased by 20%. A survey showed that 43% of people who had visited the site before the revamp felt that it was now more interesting and relevant, and 40% put something they’d read into practice after visiting the site.
Tesco marketing manager Steph Skeeles said: “Forward has put together a fantastic site that is dynamic, easy to use and visually appealing. It promotes every aspect of our Greener Living activity at Tesco, as well as providing excellent advice and support to our environmentally-minded customers, which is of real importance to us.”