Case Study:

Enabling Tesco to better serve customers within its large-format Tesco Extra stores, with the Qudini Call a Colleague Solution

Tesco is a multinational grocery and general merchandise retailer based in the UK. It is the UK grocery market leader and the third largest retailer in the world. In 2007, research found that £1 in every £7 in the UK was spent at Tesco.

Tesco Extra is the largest format of Tesco store; they offer a wide range of products and services from groceries, to electronics and clothing. To maximise store productivity and conversion, customers must be able to seamlessly navigate their way around and speak to the staff members they need to, in order fulfil their purchase journey.

To address some identified customer experience and navigation challenges, Tesco chose to work with Qudini on improving the customer journey.

Call a Colleague – Tesco deployed self-service kiosks across the Tesco Extra stores. They allow customers to call a staff member for help from key areas in store.

F&F fashion department – Tesco uses kiosk interfaces inside the F&F fitting rooms and within the F&F department. They enable customers to call a staff member for help with their fashion purchases.

Click & Collect – Customers entering Tesco stores or using Tesco Drive-through collection areas to collect online orders are now able to check-in from a kiosk and receive their orders faster.

Customer Service desks – Customers requiring general non-sales assistance in Tesco stores can now avoid queuing by checking in, before waiting to be seen.


Tesco Extra shop floors are vast, selling a wide range of products to support customers’ every-day needs.

Large shop floors are a challenge to resource, footfall patterns can be unpredictable, while most customers browse without the need for assistance.

As a result, colleagues will undertake other tasks across multiple aisles. However, this would often mean that when a customer did require assistance, they were unable to locate a staff member, or only able to ask a colleague that was not the most knowledgeable for that query. Some customers would abandon their purchase journey altogether if they were forced to wait too long for assistance.

Qudini Challenge Call A Colleague Tesco


Tesco began working on its “Call a Colleague” project with Qudini. This involved deploying tablet kiosks to store areas where customers require help, including its high-value product areas (such as electronics), customer service desks, F&F changing rooms, and click and collect desks.

These kiosks enable customers to simply press a button to call for assistance. A confirmation ticket is then printed and the customer’s ticket number is displayed on a TV screen above or behind the kiosk. A store colleague is alerted via their android handheld device that a customer is waiting for help.

A staff member with the relevant knowledge is then able to accept the customer and go straight to the kiosk to serve them.

This innovative and customer-centric solution, enables Tesco store colleagues to stay productive on tasks, whilst remaining constantly aware of customer needs across multiple aisles.

Tesco Qudini Solution


  • Staff roles are more interesting and diverse

    Now that Tesco colleagues are able to receive customer requests remotely, they are freed to work across the shop floor on a variety of other tasks and services.

  • More customers are seen by colleagues

    A large number of customers will use the kiosks to call a staff member for help. This enables Tesco to interact with more customers who otherwise may not have sought assistance or may have had an initial look for a colleague but abandoned their purchase journey when unable to immediately find one.

  • Customers are served faster and see the right expert from the outset

    Colleagues receive an alert on their handheld device when a customer needs help, and can see the type of assistance they require. The right colleague is able to find the customer in a much faster timeframe. This ensures customers receive improved customer service, creating better brand relationships and increasing the chances of conversion.

  • Customer retention is higher, now that customers are seen in under 3 minutes

    With Qudini, customers can easily click to call a staff member for help and only have to wait an average of just 3 minutes before service. If the wait is longer, they have the reassurance of monitoring their place in the queue on the screen. This experience encourages more customers to wait and enables Tesco to interact with more customers and make more sales.


  • “I like it, it’s better than before. It allows us to get on with other things and not have to keep an eye on the desk.”
    Store colleague | Tesco

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