Tesco looks to web optimisation to revive sales

Adoption of new e-commerce system is part of strategic plan to improve web operations

Tesco wants to attract more consumers to its website

Tesco will use an application suite to drive further optimisation and personalisation to its web site.

Functionality built into the product supplied by ATG is aimed at increasing conversions online and reducing abandonment.

In December, Tesco said it would focus on its online retail operations to attract more customers and that new online products will help it to increase sales.

The retailer’s decision to channel more cash to the web follows the announcement of its poorest sales performance since the mid-1990s, attributed to the introduction of a low-cost product range intended to lure customers from rivals such as Asda and Lidl.