In my wallet, I have two 30% off coupons for Pizza Express. Alongside them, I’ve got some random membership card that entitles me to 40% off at Pizza Express. Oh, and… hang on, yep, here it is: another Pizza Express saver – this time a £10 voucher earned with supermarket loyalty points. That’ll keep the toddler in “Pat A Pony” pizzas for the next few weekends (he seriously needs to learn how to pronounce the word “pepperoni”).
We love a good Co-buy. Well, we would. So, we were chuffed that Tesco’s Co-buying channel, powered by our ground-breaking SaaS platform, appeared in Tesco’s Wine Magazine this month, and is equally loved by their customers.
Why is it that one of the most creative industries on the planet chooses to sell their wares in such a boring unimaginative way? Entertainment retail has been ripe for reinvention for a long time, so thank goodness the studios are finally stepping up and having a go.
Retail giant Tesco launches new social selling campaign with social technology platform Buyapowa
To drive word-of-mouth sales around its Direct range, Tesco will offer a series of deals and rewards starting with their Entertainment category
London, 05/08/14 – The UK’s largest retailer Tesco has today launched a new word-of-mouth social selling campaign for its Direct range of products, in partnership with social selling platform Buyapowa. Building on Tesco’s previous experience of social selling with its Grocery division, the campaign enables customers to shop for great deals and earn exclusive rewards when pre-ordering the latest video games, such as new game-of-the-year contender ‘Destiny’.
Aside from using the innovative Co-buy mechanism to lower the price of products as more people shop, customers will be able to win exclusive rewards by creating the biggest buzz via social media. Prizes such as free games, merchandise and bonus content will also be on offer to those who can encourage the most friends to buy into the deals.
This introductory Co-buy on the entertainment products in Tesco’s Direct range will shortly be followed by further Co-buy offers across a broad range of products, as the retailer looks to extend the offers to more areas.
Gideon Lask, CEO of Buyapowa, said: “This campaign will open up a totally new channel that will enable Tesco to get closer to fans than any other retailer. Making shopping a truly social experience is about creating a dynamic environment that is actually fun to shop in.”
“Gaming is one of the biggest and most social phenomena of our time and there are a number of hardcore gaming fans that Tesco can reach by offering a unique way to purchase ‘Destiny’. It makes perfect sense that Tesco should choose its range of video games to launch its new Co-buying offers. Tesco is utilising the platform to make shopping itself into a game, tapping into the players’ natural competitive streak as well as giving fans the chance to earn some great deals and exclusive ‘never before seen’ content.”
The exciting new Tesco channel is powered by Buyapowa’s unique technology platform, which enables brands as varied as Hachette UK, Paddy Power and NBCUniversal to engage and reward their customers with cutting-edge retail experiences. Enabling campaigns and promotions which combine user co-creation, dynamic pricing and gamification, and offering a comprehensive suite of CRM and analytics tools, Buyapowa’s award-winning platform has recently earned the company one of only four global Garner Cool Vendor commendations in the E-commerce sector.
Following a mixed Christmas – overall gloom leavened by the occasional boom – 2014 is shaping up to be a year of radical change for the digital retail industry. More so than ever, those who can’t adapt won’t survive the lean Q1 months ahead, so what changes lie in-store now that the tinsel’s down and the profit warnings are looming?