Tesco launches first customer mag in China

Tesco is launching what it claims is the first retail customer magazine in China as part of is expansion in the region.

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Tesco will circulate 750,000 copies of the 72 page free magazine called Tesco Lifestyle at the till in its Shanghai and Shenyang stores.

The quarterly magazine will include editorial content covering beauty, health, food, finance and greener living, as well as lifestyle elements such as family care and travel.

The supermarket says that the magazine will be a core platform for meeting its customers’ needs.

Tesco China marketing director Paul Morris says: “We are on a journey to build our brand as the most highly valued retailer in China – an international retailer that understands Chinese customers better than anyone and delivers great value.”

“Our customers have told us that we could do more to engage them with our brand beyond promotion and price, and have asked that we find a way to communicate with them away from the busy shop floor, particularly on areas where they are looking for help and re-assurance such as cooking, food safety, healthy eating, smart shopping and helping the environment”

The magazine has been developed by Cedar Communications, which launched Tesco’s UK customer magazine in 2004 in partnership with Chinese news-stand publishers Yoho!.

Tesco’s data firm dunnhumby will provide strategic and commercial support.

Read our feature on the emerging Eastern market, here

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