Blog: Dean BestTesco recognises the need for dialogue

Dean Best | 24 October 2011

Tesco has launched a Facebook app that it says will allow users to vote on price cuts. Some will see this as clever PR but, nevertheless, it demonstrates that growing belief that the growth of the online channel will mean a two-way dialogue between brand owner and consumer.

The UK's largest retailer is giving Facebook users the chance to vote on which products should be the next to see their prices cut as part of its Big Price Drop promotional strategy.

To vote, customers need to visit the Tesco Facebook page and click on the Big Price Drop app. They can then choose five categories from a list of options and can see what their Facebook friends and the rest of the UK has voted for.

The retailer will be considering a number of factors before deciding which prices to cut but the app does give consumers the opportunity to tell the company which to lower.

The move is a sign Tesco recognises that in the online age it is vital to engage with consumers. A two-way dialogue with consumers builds the belief that you are listening to their concerns and strengthens their ties to a certain brand.

Social networks like Facebook can give manufacturers and retailers vital feedback - good or bad - on how a brand is perceived and companies should be building such initiatives into their online marketing strategies.

At an industry conference last week, Google said "more and more consumers" were expecting a "two-way dialogue" with brands and retailers.

"Your brand is no longer what you tell customers it is," Simon Hall, retail industry manager at Google UK, told the IGD Online Grocery Retailing conference in London. "It's what they tell you it is."


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