Tesco’s six considerations for voice-activated shopping

Emily Barley

Rapid consumer adoption of voice-activated devices is changing again the way people shop for groceries, as it is simple to add items to their shopping basket as they think of them.

Twenty years after it first started delivering groceries in the UK, Tesco is looking at the next big change in shopping habits: voice.

“This is the direction that we’re all headed, because of the growth and adoption of voice technology,” according to Paul Wilkinson, ‎head of technology research and open innovation at Tesco Labs. Speaking at the Internet Retailing Expo (Birmingham, March 2018), he outlined six shifts in habits and expectations which have been prompted or accelerated by voice-activated shopping and which marketers and retailers should keep in mind.

The rate of adoption of voice technology has been rapid, and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands