The dream of multichannel integration is here! After filling up a basket on the desktop site, leaving it and picking up my mobile to download the Tesco app, I was overjoyed to see that the contents of my basket and reserved timeslot are all present and correct.
One of my favourite features of Tesco’s mobile app is the barcode scanner, which cleverly integrates the smartphone’s camera.
Of course to show you the barcode scanner at work, I have to screenshot a none barcoded item. Here’s my LEGO colleague instead.
The scanner works instantly, and you’re taken directly to a product page.
More barcode scanning
Tesco’s barcode scanning technology isn’t just used for adding products to your basket but when you register you can use it to scan your Clubcard in rather than typing in the 18 digit number.
Another brilliant, if slightly unnerving, feature is that when you register your Clubcard, the homepage is immediately populated with products you have bought already offline.
I would show you a screenshot but I’d rather you didn’t find out that I spend all of my money on tinned chilli con carne and My Little Pony stickers.
To provide consistent UX even outside of the site itself, the layout of the calendar mimics that of the iPhone.
How to shop
Asda remembers that not everyone that arrives at its website will be as web savvy as everyone else, so the first link in the first drop-down menu is a guide on ‘how to shop’.
Which takes you through to this well written, easily navigable step-by-step guide.
Delivery area check
Upon registering, the first thing Asda asks you for is your postcode, which it then uses to tell you immediately whether it can deliver to you or not. This potentially saves you wasted form-filling time.
Although it actually took me a while to find a postcode Asda would struggle to get to. Turns out it’s in the Outer Hebrides. Even then, Asda still reminds you that it also offers a Click & Collect service. Even if the nearest store is 84 miles away.
This feature allows you to type in any previous Asda receipt number from an offline store. It will populate your favourites list with every item from the receipt, which you can then either delete, or move to your basket.
Customers also bought…
Tonic for your gin?
Gin for your tonic?
Image based cart
On the Morrisons mobile app I very much appreciate how images are used instead of text, also I’m a big fan of how the products are categorized by locations in the kitchen.
Also note the running total of how much you saved in the top right corner.
Import products you’ve purchased elsewhere
After you’ve booked a delivery slot, a pop-up appears asking if it’s your first time and whether you’d like to import your favourite products from a rival supermarket website.
As long as its Tesco, Sainsbury’s, Ocado or Asda.
On the homepage there’s a notepad that you can quickly write your shopping list down on, hit search and Waitrose will find these items for you.
The results are really quick, and the relevancy is down to how much detail you give initially.
Tesco’s digital & personalised marketing director Tom Daniell will be speaking at our Festival of Marketing event in November, a two day celebration of the modern marketing industry featuring speakers from brands including FT.com, LEGO, Barclays and more.