NEW MEDIA: Spotlight On - Tesco.com. Tesco.com leads the way with completely integrated thinking. Tesco.com uses its existing data on customers to best effect, Alasdair Reid writes.(Brief Article)

Arguably, the most obvious reason for the success of Tesco.com is that it actually works. You go on to the site, you choose the items you want, you give your credit card details and some time later the Tesco people turn up at your door with those little green crates filled with bulging carrier bags.

It's all rather confusing at first and you're likely to spend hours trying to work out what they've got wrong. With most online shops this is blindingly obvious - they'll send you the wrong item or they'll wait three weeks before sending you a garbled message to the effect that they can't actually send you the thing you ordered but would you perhaps consider receiving the standard default order number three instead?

Tesco tends to deliver. That's not exactly unique - a handful of others, such as Amazon, are up there too - but it's certainly …