It pays to be connected? by Tesco Mobile

Key presentation points:

• Sharing the journey of how Tesco Mobile reimagined store communication fit a supermarket space, as a telco retailer.
• Reducing space but increasing opportunities. How brand, trade and service messages come together.
• Learning from customers and colleagues, using feedback to inform its continued evolution.

The presentation covers Tesco Mobile’s journey into a more digital approach to their in-store areas.

The presentation began with a look at innovative recent telecoms retail on the high street, such as the EE Experience Store, where communications are full integrated into immersive experiences where shoppers can access gaming zones and even fully equipped kitchens. Tesco Mobile detailed the challenges they have communicating their offer in a shop-in-shop, within a busy grocery environment and in a space that is no bigger than a high street barbers.

The newly designed areas featured digital screens to reduce the paper POS needed, sustainable materials and handsets for customers to see. Communications were playful with messaging having a number of key principles: human first; always helpful; brave personality; and connected. However, customer feedback uncovered that there was too much screen content, it was too fast, and that touchscreen self-serve models were not popular and often created friction for the shopper.

Tesco Mobile have now slowed the video content down, reduced overall content by at least 50%, and are relevant and authentic in their messaging. They have found that bigger and bolder works best with simple messaging that is truly authentic and meeting their customers’ needs.

Presented by Kirsty Kean, Head of Retail Marketing at Tesco Mobile at the POPAI Retail Marketing Conference in London on 27th February 2025.