Tesco Real Food: Enhancing User Engagement with Data-Led Innovation
Tesco Real Food is the third-largest recipe site in the UK, serving as a central component of Tesco's online presence. With a reach of 3.7 million users each month, the site offers a vast collection of 6,500 recipes, along with helpful videos and budget meal plans. Tesco Real Food aims to be a go-to resource for UK households, providing easy access to meal ideas and cooking inspiration.
Approach
Data-Led Innovation: The site utilizes data-driven tools such as meal planners, calculators, interactive quizzes, and videos to gain insights into user behavior and preferences.
Real-Time Content Creation: A dedicated newsroom team leverages these insights to create and distribute timely, relevant content across all channels.
Dynamic User Experience: By constantly analyzing user data, Tesco Real Food tailors its content strategy to meet the evolving needs of its audience, ensuring a dynamic and engaging user experience.
Outcomes
Increased User Engagement: The use of interactive tools and data-driven content has significantly boosted user engagement, with users spending more time on the site exploring recipes and meal ideas.
Improved Perception Metrics: Perception metrics show a +3% increase among non-website users, indicating the effectiveness of Tesco Real Food's multichannel content strategy in expanding its reach.
Enhanced User Experience: By continuously updating content based on real-time data, Tesco Real Food provides a personalised and relevant user experience, further solidifying its position as a leading recipe site in the UK.
Conclusion
Tesco Real Food’s focus on data-led innovation and real-time content creation has successfully enhanced user engagement and expanded its reach beyond the website. By leveraging user insights and responding to trends. Tesco Real Food has established itself as a valuable resource for UK households, demonstrating the power of a dynamic and user-centric content strategy.