Press Release   •   Nov 08, 2010 15:38 GMT

Direct has announced the launch of its new mobile website, designed to facilitate easy shopping for non-food and household items, directly from mobile phones.  This launch is the first step in the supermarket’s strategy to expand and develop mobile websites for core Tesco sites, with others set to follow.  It follows closely on the heels of the Tesco’s grocery app launch, featuring barcode scanning for iPhone – the first ever by a UK supermarket.

Now Tesco Direct customers can conveniently search and buy everything from televisions to tables to toys using any smartphone.  The initiative forms part of a wider commitment to make Tesco Direct available to everyone, anywhere, at anytime – whether that be through the Tesco Direct catalogue, in-store, online, or by phone.

Traffic to the Tesco Direct website via mobile telephones has grown steadily, with a 300 per cent growth in mobile visitors over the last year.  Already, over half a million visitors a month are using their mobile phones to search and shop on the website, and with the new easy-to-use mobile website, it is simpler than ever before for customers to shop at Tesco Direct straight through their phones.

Ian Crook, CMO for tesco.com comments: “With mobile technology playing an increasingly important role in the retail industry, we are pleased to offer our customers another convenient way to shop through Tesco Direct. We are always looking to make our customers lives easier, and the launch of our mobile website provides them with a seamless way of shopping straight through their mobile phones.”

“Busy and time-poor people are constantly seeking ways to utilise their time more effectively. Customers can shop, search, and compare prices easily on Tesco Direct from wherever they are - on the bus, on the street or even while shopping in a store.”

The launch of the Tesco Direct mobile website forms part of Tesco’s overarching mobile strategy, which has also seen the supermarket launch several grocery and Clubcard apps in 2010 on a variety of handsets. In the next year, Tesco is also planning to create additional mobile websites meaning easy mobile access for anyone, from anywhere, on any smartphone.

The mobile site has been created by Tesco’s web development team in partnership with mobile specialists, Usablenet, to create an optimized version of the website featuring streamlined navigation, rendered specifically for mobile screens.

Ian Crook continues: “We know that our customers like to research thoroughly before making a purchase, and by offering a convenient, user-friendly way to do this while they are out and about, we aim to improve their overall shopping experience.”

The Tesco Direct web site features simple-to-explore product categories, which are easily navigated and clearly/logically laid out.

The new Tesco Direct mobile web site allows customers to:

·         Sign into /register for a Tesco Direct account

·         Search through the complete Tesco Direct product range

·         Read all the product features

·         Compare prices

·         Add products to the shopping basket

·         Explore delivery options and book a delivery slot

·         Locate the closest store

·         Review buying guides

·         Look at product warranties

·         Add or remove products from an existing order

·         Check out and pay

Tesco Direct is the home of Tesco’s range of all non-food items including electrical appliances, home furnishings, gifts and much more, all at affordable prices.

To use the Tesco Direct mobile web site, visit www.tesco.com/direct today from any smartphone.