Case study: Clothing at Tesco, LifeStyled

by Catherine Flynn in News Google+

At NMA’s recent Reputation Online Live event on Retail & Digital PR, I had the opportunity to present with our client Zoe Macerlean, Social Media Manager at Tesco, our case study on how building an online community for Tesco’s clothing business resulted in over £1.1 million in revenue being generated directly by social media in just five months of last year:

Over the course of last year that total added up to over £2 million, and in the feature article they ran to coincide with the event, NMA looked at how retailers are increasingly looking to social media to drive revenue, quoting Robin, our MD:

With Clothing at Tesco we built an engaged community. If you can have a conversation with customers, sales will follow.

A big thanks to our clients Rochelle Symons and Zoe Macerlean at Tesco for allowing us to share these results, and to the whole of the Tesco team here at We Are Social who made it all happen.

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  • Paul Trueman

    Great case study – thanks for sharing. How did you get the (stonking) £1.1m figure?

  • charlotteclark

    I saw the talk, found it incredibly inspiring. I loved hearing how well the Friday deal went. I’ve been trying to think how I can apply this to my brand. We’re already community building through Twitter and just planning our move into Facebook. Wrote my own notes up here:

    Driving engagement and results on Facebook «

  • Cstberlin

    Well Tesco has certainly done a good job with their womenswear buying.

  • Catherine Flynn

    Hi Paul, thanks for the comment. Tesco calculated the figure based on sales on the Clothing at Tesco website that could be traced back to Facebook or Twitter using unique voucher codes. They now estimate that the figure is closer to £2 million, as Zoe mentioned at the presentation.

  • Catherine Flynn

    Thanks Charlotte – & thanks for your post on the Social Media Week talk too!

  • Paul Trueman

    Thanks Catherine. Great result.

  • Luke Farrell

    Hi Catherine – We caught up at the event after you presented. Just wanted to say well done again and I (as well as many more earned media strategists) am keeping a close eye on this space.

    Good luck!

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