Tesco Lotus tweaks omnichannel sales strategies

Hypermarket chain Tesco Lotus has adjusted its omnichannel sales strategies as the boundaries between the offline and online worlds become increasingly blurred for Thai consumers.

Customer director Mark Roughley says the new retail environment is much more sophisticated than the old one, when there were only a handful of key players: product manufacturers, distributors, retailers and customers.

Customers today source information, communicate directly with brands, do research and, finally, shop interchangeably in both brick-and-mortar stores and online, says Roughley.

Internet penetration in Thailand has grown to 67 per cent of the population this year from 56 per cent in January last year. Nearly 45 million Thais access the internet on their mobile phones.

Because of these trends, Tesco Lotus says the new retail ecosystem now involves several parties and providers in the new customer journey, offering more choice. As a result, the company has structured its retail business to include omnichannel retailing and better serve customers.

It says this involves three key strategies: trust and loyalty, efficient fulfilment, and engaging with customers seamlessly across platforms and using innovation to serve them better.

Roughley says omnichannel customers expect a seamless shopping experience, choice and convenience.

“We have adjusted our business to allow for seamless shopping through our loyalty program Clubcard.

Customers can now collect and redeem points wherever they shop with Tesco Lotus, whether online or in-store.

“For choice and convenience, we offer customers flexibility and modes of delivery. Customers can expect to receive products within just an hour, or they can pick up their shopping from our stores if that is more convenient for them.”

He says Tesco Lotus serves 15 million customers in its stores every week, with the online business “still relatively small”.


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