Tesco uses social media for royal engagement

Retailers across the UK have responded to the birth of the royal baby with special offers and fresh marketing campaigns – some better than others, it must be noted.

With conflicting views to the extent the Duke and Duchess of Cambridge’s firstborn will have on retail sales, Tesco has opted to engage its customers through micro-blogging site Twitter.

Just hours after news was confirmed that the third-in-line-to-the-throne had arrived in the world, the UK’s largest grocer was inviting customers in its ‘Tesco Loves Baby’ baby club to share their best advice for life with a newborn baby.  

Feedback is being collated through the @TescoBabyClub Twitter moniker, with the messages deemed most appropriate set to be published in what the retailer calls “a beautiful baby book full of helpful hints and tips to send to The Duke and Duchess of Cambridge”.

The Centre for Retail Research has estimated that the birth of the new royal will boost linked-in retail sales by around £243 million over the nine-week period from 1 July to 31 August 2013.

It predicted that £87 million will be spent on festivities, £80 million on souvenirs and toys and £76 million on books, DVDs and media.