Tesco plans to increase the level of personalisation in its mobile marketing to make the channel more effective and improve the customer experience. The supermarket giant has asked former O2 marketer, Mark Cody, to head up its mobile marketing functions in a newly created senior marketing manager role within the UK marketing team.
Cody will also consult with departments across the wider business on issues relating to mobile marketing.
A Tesco spokesperson says: “This is a new role to lead on how Tesco can make the most of mobile as a channel to market to new, and retain existing, customers.”
The move is part of Tesco’s efforts to make its marketing “better, clearer and more relevant” in response to falling sales and profit. Kenny Jacobs, Tesco brand communications director, believes local and regional levels of personalisation will help make Tesco marketing “warmer, more fun and more engaging”.
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