Supermarkets shift mobile perceptions

With reference to your article “Are mobile phones the next battlefield for retailers?” (MarketingWeek.co.uk 28 July), from our experience at Tesco, one major point of difference between traditional supermarket goods and mobiles is that the product lifecycle moves very quickly and the mobile world can confuse customers.

That’s why we have specially trained staff, often from a strong mobile background, to help our customers understand our products.

This approach has helped shift perceptions about supermarkets in the mobile space and we’re particularly pleased to be recognised for delivering a fantastic experience for mobile customers.

Lance Batchelor, chief executive, Tesco Telecoms and Tesco Mobile

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