Tesco’s focus on Jack’s Britishness and “being the cheapest in town” will stand it apart from the German discounters but it must avoid appearing downmarket if it’s to truly compete.
Michelle McEttrick had never worked in retail before she joined Tesco and admits to feeling out of depth when she first started but says the key to building a great team is having a range of people with complementary skills and experience.
Tesco CEO Dave Lewis says it has taken the retailer three years to get its corporate brand, supplier relationships and own-label to a place where it can be competitive at the value end of the market again and now is the time to start communicating that.
Just over a year into the role, Tesco’s chief customer officer Alessandra Bellini shares how she plans to bring the UK’s biggest supermarket back to full health.
Tesco is using the information it has on its 16 million Clubcard customers to track their shopping habits and see what the triggers are for changing behaviours and convincing shoppers to eat more healthily.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Tesco’s 100th anniversary marketing campaign will aim to celebrate the “very important milestone” by highlighting the supermarket’s history of offering customers great value.
Tesco saw UK sales rise 2.2% in the Christmas period, its best festive results in nearly a decade, as its “more connected” marketing campaigns helped boost quality and value perceptions and its NPS.
Britain’s largest supermarket wants the nation to know that however they do Christmas, whether it’s turkey, goose or vegan, Tesco has it covered.
Tesco’s is positioning Jack’s around Britishness and being the “cheapest in town” as it shakes off concerns its new discount chain could cannibalise its own sales.
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
The celebrity chef has teamed up with the nation’s biggest supermarket to change perceptions around healthy eating and make it more achievable for customers.
A visit to Tesco’s new headquarters in Welwyn revealed the next steps the supermarket is taking to tackle food waste, as well as cashless checkouts that could cut queuing time in half.
Tesco is evolving the message behind its advertising, shifting focus from the meals its customers make to instead promote the retailer’s “passion” for food.
Tesco has more than two decades’ worth of data on its 16 million UK Clubcard holders, making it one of the supermarket’s most valuable assets.
Tesco says the move is an “essential step” towards simplifying the customer experience and establishing a more sustainable non-food offer.
The supermarket sees Clubcard as one of the key ways it can build on improving consumer perceptions of the brand, which have already tripled over the past three years.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Like-for-like sales grew by 2.3% in the UK during the third quarter, marking the eighth consecutive quarter of growth, while M&S saw like-for-like food sales decline over Christmas.
The supermarket rivals are looking to demonstrate their relevance for consumers by celebrating the British public’s quirky “festive personalities”.
The Tesco National Charity Partnership, which facilitates the multi-party partnership between Tesco, Diabetes UK and the British Heart Foundation, says the key to successful charity tie-ups is simplicity.
With Sainsbury’s and Cadbury moving away from Fairtrade in favour of their own ethical promises and questions over Tesco’s plans, what must brands do to ensure consumer trust doesn’t disappear too?
Just three years ago, Tesco unveiled ambitious plans to digitalise its Clubcard loyalty programme. However, the changes it outlined last week looked very different.
The big four supermarket’s cost-cutting drive has seen it announce well over 2,000 job cuts over the past few weeks.
Price rises are a “last resort”, according to Tesco CEO Dave Lewis, who has led the supermarket giant to a sixth consecutive quarter of sales growth.
With M&S attempting an ambitious rebrand and Marketing Week’s senior writer Mindi Chahal nervously donning a VR headset, we round up some of this week’s most important moments.
The supermarket’s new marketing boss says she hopes the new ‘Little Helps to Healthier Living’ campaign will prove Tesco is practicing what it preaches.
Both companies missed out on Mumsnet’s list of the 10 brands mums love, which has encouraged them to reflect on what more they can do to connect.
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.