Sandbox+Ermek

What analysis does the company conduct on the data from customers?
“Tesco was transformed into the market leader in the UK—with more than 30pc market share—by being able to respond to the demands of its customers.” (The Telegraph) Big data analytics of Tesco is driven by analysing customers' "loyalty". What that means is that they had more insight on their customers' behavior being driven by low cost and that's what kept them with Tesco. They (as well as some other companies) have thought that this tactic would get them more customers, while in fact it proved to be false, which was found when the Tesco's domestic competitiveness was at its low when Leahy left. Explain the process on how the company collects the data and what benefits does it bring to the company as a stakeholder and the company as a whole? Contributor: Yermek Tesco is using the customer data to massively personalize their habits using their loyalty card system. “We’re in a new era of retailing – the era of mass personalisation." (Clarke) As a result their sales grew by 10%