From A(pples) to Z(oom lenses) - Extending the Boundaries of Multichannel Retailing at Tesco.com

Published 29 Oct 2007
Reference 5465
Topic Strategy
Region Europe
Summary

The case charts the past decade of online grocery retailing at Tesco.com and the development and launch of the non-food operation “Tesco Direct”. Tesco implemented a unique fulfillment model by using its vast network of bricks-and-mortar supermarkets across the UK to pick the items ordered by online customers.

Teaching objectives

1. Draw up a balanced analysis of the first decade of online retailing at Tesco 2. Assess future opportunities and threats for online retailing 3. Understand the concept of multichannel retailing and think about possible extensions 4. Develop an understanding of the sophisticated use of CRM methods as employed by Tesco

Keywords
  • Retailing
  • UK
  • Tesco
  • Multi-channel retailing
  • Online Groceries
  • Home Delivery
  • Tesco.com
  • Tesco Direct