Tesco's new mobile site aimed at time-pressed commuters

11/1/2012

Tesco is targeting commuters with a new online function that makes it easier for them to order food for delivery via their smartphones.

The U.K.'s largest supermarket chain has created a new section of its Tesco.com site called Commuter Zone that Retail Week reports features three categories built around eating occasions–preparing for the day, while at work and relaxing at home. These feature various breakfast, lunch and dinner options.

This new function is being marketed as the ideal way to kill time on the train home and avoid the hassle of shopping, according to the British trade magazine, The Grocer.

The site brings together a limited number of popular products such as sushi and fresh fruit, chocolate and the Tesco Finest 10-Pound Meal Deal to save time, browsing and ordering.

“We know that many of our customers have busy lives, but that they still want quick and easy access to great food at great value,” Tesco director of Internet retailing Ken Towle told The Grocer.

“Our new commuter zone is the latest way we’re helping customers to manage their time, by pulling together a range of high-quality products and categorizing them to reflect the working week,” he added.

Retail Week said that the move is seen as the latest in Tesco’s continued strategy to target on-the-go shoppers and the lucrative London market in particular.

Tesco's marketing campaign features an iconic subway map-style image in the shape of a delivery van.

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