BRIEF 1: DISCOVER - Market Research 4

I think it is also important to explore the current digital experience offered by other supermarkets as Morrison's will need to doing the same as what they're currently providing as well as going above and beyond this experience. The main supermarkets in direct competition with Morrison's is Tesco and Asda as these supermarket are all fighting for the same customer based.

Tesco's current digital experience:

Tesco currently offers an range of experiences to there customers which are segmented across a range of different apps. The mains features which exist across these apps are the following:

• A digital magazine which covers the following content, Seasonal recipes, Special 'cook mode' display for easy use in the kitchen, Product news with click-to-buy ingredients, Handy cooking skills videos. Interactive features to explore
• Online Shopping application for iPad and iPhone allowing customers to online shop from anywhere
• They have an innovative and unique 'discover' app which allows users to scan selected products in store and find out more about them and unlock extra content related to that product like offers and recipes and reviews

Asda's current digital experience:

Asda currently only offer one app to it's customers and this application is centred about the shopping experience rather than adding or creating additional content for users to engage however it does have some unique features which Tesco don't offer there customers.

• Customers can create shopping lists at home using the camera on there phone as a barcode scanner and then taking this list with them on there smart device when they go shopping in store
• When in store users can easily tick off items they've collected and keep to a strict budget for those looking to save money