Delivering a new eCommerce project for a global leader
As Tesco expanded its operations into Electricals, Music and Clothing, so I led our agency team in the design, development and optimisation of their new 'gold exchange' website.
Advising their Special Projects team on web standards whilst following tight brand guidelines, we explored the full online engagement, registration and tracking of goods, through the operational return/reward that partner Ramsdens Financial led.
This is how the project unfolded.
"We won the pitch because of the extensive commitment we had to secure and lean code, and our experience of leading blue chips to their own digital targets"
Project Brief
AN ECOMMERCE WEB DEVELOPMENT FOR DATA CAPTURE AND SALES
Tesco had a plan to develop a highly secure, fast eCommerce website to support a new joint venture with Ramsdens Financial, that would enable Tesco customers to get their gold valued and sold.
My previous agency Zen won the pitch to deliver this ecommerce site and associated services.
ENSURE SEARCH ENGINE FRIENDLINESS AND DELIVER MARKETING SUPPORT
Our web development team had to ensure the website met the highest technical standards of the day, for speed, security and SEO indexability, especially given the highly competitive and lucrative market. We also had to support a third party marketing agency in link building, content creation and advertising campaigns.
Every web development can - and should - be brought in on time / in full with the right strong project managment
Project Delivery
Although you'd think that a multinational blue chip organisation like Tesco would have experts in place, our project team at Zen led everything in terms of legal and technical recommendations, and following tight brand guidelines.
A ROBUST WEB DEVELOPMENT
Using the award-winning Zen CMS solution, intense focus was placed on the speed and security of the web development first given the sensitive data being stored against customer records.
Acting between our 3 person development team (and 2 person digital marketing team), I liaised daily with Tesco on project updates, advised on changes recommended and delivered the project 2 weeks before the deadline for their PR launch.
OFFERING WEB STANDARDS ADVICE
I advised the Tesco Special Projects team on several areas where their specification contradicted digital best practice with all the recommendations being taken on.
A clear commercial success that the hard work from the 3 project teams (client, developmment, marketing) deserved.
Outcomes
A FAST AND SECURE WEB DEVELOPMENT
With website load times delivered under 2s, the customer sign ups continued to increase week on week, resulting in Tesco expanding the project from 10 to 300+ stores nationwide.
AN OVERALL SUCCESS
This eCommerce project was a clear digital success, and regaulrly featured in the mainstream news. Adhering to, yet challenging, tight corporate standards was the key project management experience gained.
- First class .asp development
- Highly secure and stable for peak traffic periods
- Delivered 2 weeks before the project deadline
- Key milestones all met despite ongoing project scope creep
- Best practice Technical SEO implemented
- Strong team buy-in from all parties
- Commercial success for a leading brand
- Profitable web development for the agency
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