Case Study: Website Development
The Challenge
To create a website that enables retired executive staff to stay connected to Tesco and to understand their knowledge and experience of the business is still welcomed and valued.
The Strategy
Taking the creation of a ‘spirit of Tesco’ brand for the Alumni community as our starting point we developed an exclusive, simple to navigate website and recruited members via a targeted direct mail campaign. As well as consolidating information from other Tesco channels and featuring live feeds, the site had to fulfill a number of functions, including:
- Offering networking opportunities
- Posting blogs
- Inviting participation in Tesco events, locally, nationally and internationally
- Promoting mentoring roles
- Providing pension performance information
- Keeping members up to date with Philip Clarke’s vision and plans
- Generating positive PR for Tesco internally
The Results
Within the launch month, 375 of the 550 invitations to join had been taken up, representing over 8,000 years of ‘retained’ Tesco experience and a conversion rate of over 65% .
Achieving a conversion rate of over
65% within weeks
Like what you see?