Tesco – Brand Asset Management

Sector Retail

Project Brand Asset Management System

Tesco is a British multinational groceries and general merchandise retailer with headquarters in Welwyn Garden City, Hertfordshire, England.

It is the third-largest retailer in the world measured by gross revenues and the ninth-largest retailer in the world measured by revenues.

Tesco’s Brand team had a requirement for a Digital asset management system.

This system stores all their marketing assets and digital campaign materials to share with agencies, suppliers as well as internal users in different business units within Tesco. It works as a digital brand asset library where users have access to images, videos, PDF’s, tags, graphics, guides, labels, etc. and it helps ensure consistency of brand, especially within the digital channels. It also serves as a centralized system for the Brand team to approve campaigns and assets before making them available to the wider audience.


Limited Features

Before employing Haefele, Tesco’s Brand team was using an off-the-shelf software as their digital brand asset library, but soon realised that the features and functionalities were quite limited and not up to their standards.


Over Complicated

The previous system was too complex and overcomplicated, making it difficult for assets to be found which made it unengaging for its users.


Update Issues

Their previous provider built some custom features for the system, but it had constant issues with software updates, which were causing more problems than solutions, partly due to lack of testing.



The Tesco team needed to spend a lot of hours training the users to utilise the system and reporting problems back to their provider.



The previous supplier was based in Australia, which made the communication and workflow difficult, due to the time zone difference.



From a cost perspective, it was an expensive solution since the cost was increasing as they grew their user base.



Tesco selected Haefele Software to build a completely bespoke system that could be customized and tailored to their needs, as well as optimised and refined throughout the process. Their key requirement was to make it as user friendly as possible to ensure that internal teams, agencies, and suppliers would utilise the tool to keep brand consistency.



Over a 20-month period, Haefele was working as an extension of Tesco’s Brand team to develop and deliver the system using an Agile development model.



A team of Analysts, Developers and Testers were in constant communication with the Tesco team to ensure the progress of the project. One Business Analyst was UK-based throughout the whole project and the remaining team was working from Haefele’s offices in Cape Town / South Africa.


Unlimited Users

The system now can support an unlimited number of users, which makes it very costeffective for Tesco.


On-Going Support

Since the system’s launch, Haefele has been offering on-going support and progressing into new development phases to include more and new features.



The communication has been flawless since the time difference between UK and South Africa is only 1-2 hours.
  • 6 figure cost-saving over 2 years
  • Tesco’s team is spending significantly less time on admin tasks and user training
  • Over 37,000 assets are available on the BAMS
  • 26,000 asset downloads have taken place so far


Azure Cloud (VM, Function apps, Blob storage, queues, SQL, Logic Apps, App Services, key vaults)


Net Core 2.2 (Azure Function app), .Net Framework 4.6 or higher


C#, MVC, Knockout JS, bootstrap, Underscore JS


Log4Net, application insights



CI and CD environment

Azure DevOps


MS SQL, Redis, NHibernate

Jan - Jun 2018

Briefing and scoping of the project

Jul 2018 - Sep 2019


Sep 2019

Official Launch

Oct 2019 onwards

Continuous support and optimisation as well as implementation of new customised features.

Why outsourced?
The Tesco team decided to outsource the project as their internal development teams didn’t have the bandwidth to take on new projects.

The team has been scaling back or up, depending on the phase of the project.

At peak, it had 2 Business Analyst, 6 developers and 2 testers working on it.

The current team consists of 2 Business Analysts, 2 developers and 1 tester.

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