Tesco F&F (Europe)

Challenge

Style and substance across four languages: reinforce and strengthen F&F in Poland, Hungary, Czech Republic and Slovakia as a standalone fashion brand, whilst achieving ambitious data capture and traffic goals. Having exceeded 2010s KPIs, including the data capture KPI by over 200%, the F&F team sought to make digital a greater part of the marketing mix.

Insight

2010 results reinforced the initial research, which revealed that Central European consumers view the F&F brand significantly differently to those in the UK, allowing a 'fashion-led' position and visual approach to be developed, distinct from the Tesco mother brand.
 
Statical analysis of the website, newsletter and rising influence of social media (predominantly Facebook) revealed an opportunity to deepen the relationship with loyal visitors, whilst extending the brand reach to a wider audience - both fashion savvy and price conscious.

Work

In addition to refining the website's look and feel, updating the site weekly to compliment in-store activity, increasing the frequency of email newsletter broadcasts, and investing in backend editing tools for local territory managers, integrating Facebook functionality was an obvious enhancement - both on site and within Facebook.

After creating a hierarchy for global and local Facebook pages and providing strategic direction for Facebook community management, additional content platforms were integrated, including a digital magazine and daily fashion blog.
 
In 2010 www.ffmoda.com launched as a catalogue site, reflecting in-store activity. In 2011, the website has become the central F&F marketing hub.

Result

Counted among 2011 successes thus far is the extraordinary in-store voucher redemption rates generated via a simple Facebook solution, exceeding expectations and remaining the most successful voucher campaign to date (as of May 2011). This activity also helped to push the local Facebook pages over the tipping point for naturally attracting 'Likes' - whilst the pace of growth has been higher than expected, quality of engagement remains key to nurturing a healthy Facebook presence.
 
For the main F&F site, dwell time (time on site), page views and repeat visits are over achieving against project goals, whilst bounce rate is down. Conversion rate for site visitors to newsletter subscribers also suggest the execution of 2011 strategy is delivering as planned.  
 
Email newsletters continue to preform extremely well, with open and click through rates maintaining the same level as seen through 2010: well above industry average.

The Summer campaign, the single largest F&F online campaign executed to date, exceeded all project goals. Now, look out for the next campaign - the momentum continues to build!