Here are my top tips for Tesco’s online fashion store which is expected to launch this autumn.

1. Remember the motivations
The motivations for buying online are very different to that of offline.

The latter is impulse, whereas online is normally more calculated.

Customers will need a reason to visit the website, as they won’t be passing through for groceries like they are in store.

2. Do your own delivery
Tesco has a big network of drivers which will allow them to offer flexible delivery options which many online stores will find difficult to replicate.

They already offer a great service, including evening deliveries, with Tesco Direct.

3. Use www.tesco.com/clothing
Tesco can reap great SEO benefits if the website sits on www.tesco.com/clothing.

They can promote a different URL such as their current www.clothingattesco.com, but the site will need to sit and function on www.tesco.com/clothing.

4. Get the hero image right
To be an online fashion store they’ll need to look like one. And that means investing in strong hero images, particularly for the home page, which show off products.

5. Produce a blog or video
Tesco Fashion will need to produce some sort of content to differentiate itself from the core online Tesco brands, and to attract links to the website.

6. Affiliate campaign
Affiliates would promote Tesco like there’s no tomorrow. The commission rates will have to be favourable though as the price points (I assume) will be low.

7. Embrace multi channel
Do an Argos, and let people see what’s in stock in their local store. Make sure items can be returned to ANY Tesco store. Arrange for pick-ups of heavy items such as boots using the Tesco network of drivers.

8. Take adverts
ASOS and Amazon place ads around their online stores; the positives outweigh the negatives.

9. The easy stuff – promoting it
Get the URL out everywhere.

Stick it in clothing labels, the back of receipts, target Clubcard members who buy clothes – whatever it takes!

10. Have fun
Online fashion retail is a good place to be right now, so have fun!