Think local, Tesco

So, Sir Terry is standing down and Tesco is shifting its focus towards sustainability (MW 10 June)? As you rightly say, these changes at the top are unlikely to topple Tesco from its market (and world) domination; but what could have a more detrimental impact is the retailer’s recognised “lack of warmth”.

milk
Too cold? Shoppers want warmth

At a time when customers are seeking refuge in brands that feel smaller and more localised, Tesco feels out of touch at grassroots level and more interested in profit than in community needs. I find it odd that the top five supermarket brands promote their use of local produce and support local suppliers, but they don’t use locality as a basis for their communications strategies.

Amazing advancements in technology, digital marketing and consumer data make it possible for any organisation with local branches to allow local managers – with their knowledge of local market conditions – to produce relevant, engaging campaigns. Yet, the campaigns can still be controlled by head office, with bespoke templates set up that ensure all communications are brand-compliant.

Greater investment in local marketing would help promote Tesco as a genuine part of the fabric of the local community, rather than a perceived killer of local businesses. It could be a real ace up Tesco’s sleeve to ensure its continued success – or that of a competitor if it jumps on board it first.

Andy Wheatley, Marketing director, Tangent

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here