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Tesco – Brand Asset Management
Sector Retail
Project Brand Asset Management System
About the Client
Tesco is a British multinational groceries and general merchandise retailer with headquarters in Welwyn Garden City, Hertfordshire, England.
It is the third-largest retailer in the world measured by gross revenues and the ninth-largest retailer in the world measured by revenues.
About the Project
Tesco’s Brand team had a requirement for a Digital asset management system.
This system stores all their marketing assets and digital campaign materials to share with agencies, suppliers as well as internal users in different business units within Tesco. It works as a digital brand asset library where users have access to images, videos, PDF’s, tags, graphics, guides, labels, etc. and it helps ensure consistency of brand, especially within the digital channels. It also serves as a centralized system for the Brand team to approve campaigns and assets before making them available to the wider audience.
Challenges & Obstacles
Limited Features
Before employing Haefele, Tesco’s Brand team was using an off-the-shelf software as their digital brand asset library, but soon realised that the features and functionalities were quite limited and not up to their standards.
Over Complicated
The previous system was too complex and overcomplicated, making it difficult for assets to be found which made it unengaging for its users.
Update Issues
Their previous provider built some custom features for the system, but it had constant issues with software updates, which were causing more problems than solutions, partly due to lack of testing.
Training
The Tesco team needed to spend a lot of hours training the users to utilise the system and reporting problems back to their provider.
Communication
The previous supplier was based in Australia, which made the communication and workflow difficult, due to the time zone difference.
Expensive
From a cost perspective, it was an expensive solution since the cost was increasing as they grew their user base.
Solutions
Bespoke
Tesco selected Haefele Software to build a completely bespoke system that could be customized and tailored to their needs, as well as optimised and refined throughout the process. Their key requirement was to make it as user friendly as possible to ensure that internal teams, agencies, and suppliers would utilise the tool to keep brand consistency.
Team
Over a 20-month period, Haefele was working as an extension of Tesco’s Brand team to develop and deliver the system using an Agile development model.
Communications
A team of Analysts, Developers and Testers were in constant communication with the Tesco team to ensure the progress of the project. One Business Analyst was UK-based throughout the whole project and the remaining team was working from Haefele’s offices in Cape Town / South Africa.
Unlimited Users
The system now can support an unlimited number of users, which makes it very costeffective for Tesco.
On-Going Support
Since the system’s launch, Haefele has been offering on-going support and progressing into new development phases to include more and new features.
Expensive
The communication has been flawless since the time difference between UK and South Africa is only 1-2 hours.
Results
6 figure cost-saving over 2 years
Tesco’s team is spending significantly less time on admin tasks and user training
Over 37,000 assets are available on the BAMS
26,000 asset downloads have taken place so far
Technologies used
Infrastructure
Azure Cloud (VM, Function apps, Blob storage, queues, SQL, Logic Apps, App Services, key vaults)
Frameworks
Net Core 2.2 (Azure Function app), .Net Framework 4.6 or higher
Application
C#, MVC, Knockout JS, bootstrap, Underscore JS
Logging
Log4Net, application insights
Testing
BDDfy
CI and CD environment
Azure DevOps
Database
MS SQL, Redis, NHibernate
Timeline
Jan - Jun 2018
Briefing and scoping of the project
Jul 2018 - Sep 2019
Development
Sep 2019
Official Launch
Oct 2019 onwards
Continuous support and optimisation as well as implementation of new customised features.
Why outsourced?
The Tesco team decided to outsource the project as their internal development teams didn’t have the bandwidth to take on new projects.
Team
The team has been scaling back or up, depending on the phase of the project.
At peak, it had 2 Business Analyst, 6 developers and 2 testers working on it.
The current team consists of 2 Business Analysts, 2 developers and 1 tester.
