Tesco to relaunch Direct website
Tesco is to relaunch Direct, its non-grocery website, as it looks to move the site from ‘manual merchandising’ to an automated ‘algorithmically merchandised’ platform.
According to a report in Marketing Magazine, the new website will personalise customers' shopping through behavioural targeting.
Individual customers' content will be driven by recommendations and other personalised data feeds. Customers will also benefit from data from Tesco’s Clubcard loyalty scheme being integrated into the website to enable content to be influenced by their previous purchasing habits.
According to sources quoted in Marketing Magazine, the new site will eventually have a wider scope as Tesco hopes to bring all customers' orders, preferences and Clubcard insights together within the site.
Andrew Williams, Tesco's digital media manager, said: "We're always working on improving our sites to make the shopping trip even better."
The new website is expected to launch next year.
