It’s about offering convenient service, helping customers to choose the ideal look for them, and ultimately increasing conversion rates and order values by pointing them towards extra products that will comple- ment their main choices.” “ Mark Wakeley Change Manager at Tesco Real-time product recommendations Case Study Customer Profile Tesco clothing line F&F launched in 2006 and overtook Asda as the UK’s second largest volume clothing retailer in the same year. They have now expanded its F&F presence to 10 global markets. Market Challenge Having developed into a global clothing brand with a growing online presence, Tesco F&F needed to improve product and accessory recommendations. The goal was to improve customer experience with better user experiences, offering trend-led advice

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