Welcome to the presentation

[Audio] Hello , my name is Constantin Papp and for today presentation on Management of Traditional Projects I will be your host..

[Audio] Tesco is one of the biggest retail companies in the UK. Tesco experiences multi-tasking business issues today when the market competition intensifies. The current retail environment has been characterised by new entrants in the market, technological development and changing customer preferences (Bradley, 2016). Competition has increased not only with other supermarket chains, as well as discount stores, customers demand better product offerings than just the lower price. They want individualised compulsory and extrinsic motivation based on their shopping profiles. This project focuses on creating a novel loyalty application for Tesco. The primary purpose of this application is to give Tesco customers a comfortable and customised shopping experience, which also increases brand commitment among them. This specific mobile application to foster brand loyalty will be built using data analysis of customer behaviour..

[Audio] The primary goal of this project is to identify the most efficient and easy-to-use solution to deliver a loyalty app. It will give bonuses to customers depending on their activity in the store. It will also help the Tesco brand development and bring the main essence of the app as the online platform, where customers can find exclusive offers, discounts, and rewards (Muller, 2016). This project has the main target to enhance customer loyalty and bring it up to the level of a 15% improvement within the first year. Another reason retention is very vital in retail is the fact that it is much cheaper to retain a customer than to acquire a new one (Gido et al., 2018). Also, the project is targeting to get 10% new customers who will get more attracted to Tesco due to the personalised. Realisation of this goal will assist Tesco not only to counter the competition and continually expand consumer satisfaction. It is also worth stating that the project will improve consumer brand loyalty due to the increased focus on digital media. The intended application will also be used in sending daily and periodic notifications about new online promotions and special customer offer..

[Audio] Tesco is facing several challenges today that put it on the defensive in the retail arena. There is growing competition from other retailers and the company has not been so keen on reacting fast as far as the loyalty program is concerned (Souza-Monteiro and Hooker, 2017). These competitors provide rewards and incentives which are more on-target and compelling as compared to those Tesco has been providing in the near past. This is where Tesco is likely to lose the patronage of these competing brands unless the company finds a way of increasing the value offering it brings to its customers. The proposed loyalty app seeks to redress these challenges by introducing a new pattern of rewarding loyal customers (Sharmaa et al., 2022). This app differs from the conventional program, which comes with broad-based discounts as this one is going to apply data analysis to tackle the specific rate of customer patronage. Such a level of personalisation is very effective in both acquisition and retention because the customers will be in a certain way tied to Tesco. This project has very clear benefits that make the business case quite strong and easily measurable. However, Tesco will be increasing its customer retention and acquiring more customers (Souza-Monteiro and Hooker, 2017). Loyal consumers are usually valuable consumers, and new customers will help Tesco increase its market share. The app should also unlock new revenue streams for Tesco since the store should be able to sell products or promotions based on individual consumers' interests. However, there are certain risks which are associated with the present project. There could be problems with exceeding the available financial resources, this can be acute if unexpected technological problems appear at some stage of designing (Gido et al., 2018). To control these risks there will be proper planning, resource management and risk management will be effectively implemented such that the project and its goal will be achieved..

[Audio] The loyalty App will be an effective tool for marketing communication with Tesco since it will include some outstanding features that will enable customers to receive good experience as they shop with Tesco (Molinillo et al., 2022). The main features include offers tailored according to the consumer, instant notification and Clubcard integration. Discount offers are going to be the principle of the application, and each offer will be made personally. The app will be designed to maintain a record of the buyers' purchasing behaviours to produce appropriate incentive schemes that are liked by the customers (Molinillo et al., 2022). For instance, the app could recommend that a customer redeem a loyalty card after a while for the particular brand of groceries being used. The more frequently the customer shops, the increasingly targeted the presented offers will be resulting in a cycle of incentives and customer loyalty. The other is the ability to interface with the Clubcard system is another important aspect. This integration will allow customers to check their rewards points on the app as well as while using the in-store feature (Son et al., 2020). Customers will be able to cash in the points accumulated to get a discount voucher or special offer from the restaurant within the app. This aspect makes it possible for the customers to transact directly with the loyalty programme without disturbances of the virtual and physical realms (Son et al., 2020). The notifications are also done in the application in real time. These will notify customers of new promotions, sales or loyalty programs that they are likely to take advantage of. Consumer notifications will be made in line with their profile, a move that will make the notification contain offers that are likely to be acted on..

[Audio] The creation of this loyalty app will be done with the use of the Agile Project Management approach. The current project is also an excellent candidate for the definition of the Agile approach as it characterises itself as iterative and flexible (Atkinson, 1999). In Agile, the project is broken down into small workable sections called sprints in which at least one complete and working functionality is given out Ciric (Lalic et al., 2022). This lets the project team add value from the stakeholders and customers and is efficient in capturing data from them. At the end of the project, the customer has the ultimate product that meets his needs. Agile can help the project team deploy a platform which meets the requirements of a Minimum Viable Product (MVP) for user trials at an early stage (Meredit et al., 2021). This MVP will show a simplified, limited set of features of the app, which are most vital for the app. The app is refined based on feedback received with more features and improvements added. The deliverables of the project for the specific project are the development of the prototype, testing about functionality and usability, and the last product the market release of the app (Lock, 2020). Again, each phase will be well coordinated to ensure that the project timeline is not interfered with and that any challenges encountered along the process are recognised and handled in the early stages of the project..

[Audio] The project will run for six months and will be implemented in four different phases. The phases are easily understandable and have clear deliverables and timelines as to how the project is going to go so that the project benefits from this. Initiation and Planning (1 month): In this phase, it will be necessary to set the project's boundaries, needs and goals on the project. At this stage, the people involved in the project will be identified and the management of all resources in the project will be done properly after proper planning (Lock, 2020). Development and Prototyping (3 months): During this phase, more specifically the development team will start designing and building the basic functionality prototype of the app (Muller, 2016). Notice that the original scope of work to be delivered within the prototype is not very broad, and the core of this prototype will include all the key features of the app, as well as initial testing to ensure that the app is easily navigable and meets business objectives. Testing and Feedback (2 months): Once the prototype phase is through, a massive testing phase will be done to find any bugs or problems. Feedback will then be gathered from the users of the two applications to make new improvements before it is released for the final relaunch. Rollout and Evaluation (1 month): The last phase will be the implementation of the app to the customers where the app is downloaded and all the related marketing material prepared (Lock, 2020). Following the completion of the project, the project team will review the functionality of the app concerning the goals of the project concerning the number and level of engagement and satisfaction of users..

[Audio] The team will include the following key roles: Project Manager: The project manager will be responsible for the supervision of the whole course of the project to make sure that the work is completed on schedule, to cost and to quality (Gonzalez, 2022). It will coordinate the project and the people working on it, control the project plan and deal with any problem that may occur. Business Analyst: This person will have the responsibility to manage the requirements of the project in cooperation with the key stakeholders, to guarantee that the app developed will respond to business needs (Gonzalez, 2022). They will also monitor and review and make certain that the project is in line with Tesco's strategic plan. IT Developers: The IT Developers mean that they will be the ones who will be developing this app as well as designing for the app (Azmy, 2012). They will make sure the application will run efficiently, be safe, and meet consumer requirements. Marketing Specialist: The person who will occupy the position of Marketing Specialist will be required to popularise the app among users (Gonzalez, 2022). They will design commercial messages and promotional tools that will persuade users to download the app by using them. Data Analyst: The Data Analyst will be expected to bring together the development team to understand how the app will incorporate the customer data (Azmy, 2012). To this end, they will scrutinise consumer purchase patterns, choices and any other information that could be useful in developing individual customer products..

[Audio] Risk management is important to avoid a negative impact on the project delivery. Some of the key risks for this project include: Budget Overruns: There may be a danger that the costs will go higher than estimated. However, this will be done by instituting common budget reviews to ensure that the project does not transgress the set financial warrants (Muller, 2016). Low User Adoption: Only if the app fails the customers' expectation level or if the usability is bad, there could be a problem with general acceptance (Lock, 2020). To combat this challenge, the app will be designed with an easy-to-use graphical user interface and some allure to compel its users to use it first. Data Security Concerns: Since the app involves handling customers' information, it is of the essence that any app developed for the concerned purpose is secured (Muller, 2016). Extreme measures will be taken to ensure that clients' information is secure and there will be periodic security assessments..

[Audio] The project expects a great boost to Tesco's customer traffic resulting from the use of a targeted and interactive loyalty application. It shall also act as a motivational tool for customer loyalty since it shall provide incentives for the customer to return to Tesco more often. The specific number of new customers will be targeted through laid-down promotions and offers for Tesco. Some anticipated long-term advantages of the project comprise enhancing the business's overall revenue sustainability, gained through customer loyalty and Tesco's improved market position. The app will also mean that Tesco will be able to collect information about the customer that shall be of great help in improving both its product portfolio as well as the marketing strategies adopted..

[Audio] In conclusion, the current Tesco business issues can be solved due to the current project, and new opportunities in the sphere of retailing can be effectively utilised. Through a comprehensive and technology-driven app that aims at customer loyalty, Tesco can reinforce the firm's image and attract more customers to generate a large sales base. The proposed approach Agile with the reference to the focus on a customer-oriented approach will guarantee that the project will bring benefits..

References. Atkinson, R. (1999) “Project Management: Cost, Time and Quality, Two Best Guesses and a Phenomenon, it’s Time to Accept Other Success Criteria’, International Journal of Project Management [online], 17(6), pp. 337–342. Azmy, N. (2012) The role of team effectiveness in construction project teams and project performance. Iowa State University. Bradley, G. (2016) Benefit Realisation Management [online]. 2nd edition. Taylor and Francis. Available from: https://links.arden.ac.uk/cc1vqb Ciric Lalic, D., Lalic, B., Delić, M., Gracanin, D. and Stefanovic, D. (2022) ‘How project management approach impact project success? From traditional to agile’, International Journal of Managing Projects in Business, 15(3), pp.494-521. Gido, J., Clements, J. and Baker, R. (2018) Successful project management. Cengage Learning. Gonzalez, R.V.D. (2022) ‘Innovative performance of project teams: the role of organizational structure and knowledge-based dynamic capability’, Journal of Knowledge Management, 26(5), pp.1164-1186. Kunst, A. (2023) Tesco brand profile UK 2022. [online] Statista. Available at: https://www.statista.com/forecasts/1335777/tesco-grocery-stores-brand-profile-in-the-uk. Lock, D. (2020) Project Management [online]. 10th edition. Taylor and Francis. Available from: https://links.arden.ac.uk/sfjtnb Meredith, J., Shafer, S. M. and Mantel, S. J. (2021) Project Management [online]. 11th edition. Wiley. Available from: https://links.arden.ac.uk/bq68v4 Molinillo, S., Aguilar-Illescas, R., Anaya-Sanchez, R. and Carvajal-Trujillo, E. (2022) ‘The customer retail app experience: Implications for customer loyalty’, Journal of Retailing and Consumer Services, 65, p.102842. Muller, R., (ed.) (2016) Governance and Governmentality for Projects: Enablers, Practices, and Consequences [online]. Taylor and Francis. Available from: https://links.arden.ac.uk/8jxquz Sharmaa, A., Jain, R. and Pajni, N.S. (2022) ‘Risk identification techniques in retail industry: A case study of Tesco plc’, Journal of Corporate Governance, Insurance, and Risk Management, 9, pp.201-214. Son, Y., Oh, W., Han, S.P. and Park, S. (2020) ‘When loyalty goes mobile: Effects of mobile loyalty apps on purchase, redemption, and competition’, Information Systems Research, 31(3), pp.835-847. Souza-Monteiro, D. and Hooker, N. (2017) ‘Comparing UK food retailers corporate social responsibility strategies’, British Food Journal, 119(3), pp.658-675..

Thank You.