Brief
Tesco Magazine is the largest circulation women's magazine in the UK with over 6 million dedicated readers. As the magazine is bi-monthly Tesco wanted to develop a new Web site to engage with readers of the magazine more frequently. At the same time Tesco wanted to harness the opportunities available via the digital platform to create unique value to visitors that can't be offered by the printed magazine.
Solution
To kick off the project we conducted extensive research on the existing women's magazine market both online and offline to establish best practice in functionality and content. We worked closely with the magazine's publisher Cedar to develop the information architecture for the Web site and to identify opportunities to add-value to the printed magazine.
The design of the Web site utilises colour coding to distinguish different sections of the site and to highlight video and social elements. Colour coding is also used to allow for dynamic filtering of all Web site content to ensure users are able to tailor their browsing experience.
The Web site encourages dwell time and adds value to the magazine using tools and content such as a video players, galleries, celebrity interviews, polls, competitions and related content recommendations. Prominent social media sharing and commenting tools are used to encourage users to share content with their friends and drive site traffic.
While content focuses on give-back and helping Tesco's customers with their day to date lives it is also trade driving with all content including contextual calls to action to purchase related Tesco products and services.
The cManager content management system is used to manage all aspects of the Web site.
Results
In the months since launch the Web site has seen strong growth in traffic, page views and time on site. Reactive are currently working with Tesco to develop the digital and social marketing strategy for the Web site with a view to more than double traffic for 2011.