Tesco Case Study
Background:
Tesco is the UK’s most high profile supermarket and one of the world’s leading international retailers. Tesco.com was launched in 1999 with a major re-launch in 2005. Tesco is the largest online grocery retailer in the world and recognises that product images and pack information are essential for online shopping. Customers must be able to visualise products and have access to full label information to allow them to make more informed purchases.
Brief:
As image and product information specialists, Brandbank was appointed to provide Tesco.com Grocery and Tesco Wine Club with current and supplier approved images for the website and other printed media to replicate the instore experience online. The initial population required the rapid collection of product attributes along with product images. Subsequent re-launches required the re-population of the site from the Brandbank library with different sized images, again working to the tight timescales expected from a major multi-national business.
Execution:
The project involves taking photographs of every item stocked by Tesco.com and collecting pack information for branded products. Brandbank manages and distributes the portfolio of images and branded product information, approved by suppliers. To do this, Brandbank receives product range listings from Tesco.com and processes the data through its sophisticated IT systems to create reports of site coverage. This information is fed back to Tesco.com’s management team and used by Brandbank to initiate comprehensive supplier liaison campaigns to maintain onsite image coverage. Bespoke project work is undertaken including appetising food shots, photographed by Brandbank, for Tesco recipes and non-food shots created by Brandbank on location at Tesco’s concept store.
Result:
Brandbank continues to be the UK leading grocery retailer’s only supplier of online photography and branded pack information including the latest addition to the Tesco site of Guideline Daily Amounts (GDAs) to promote healthy eating. Regular meetings between Tesco’s commercial teams and Brandbank to share product information and promotional schedules ensure that the site is updated with new product information and images as soon as possible. With over 29.000 products on site, this is quite an achievement!
