Tesco adds Christmas Price Drop to festive marketing activity

Tesco is to introduce further price cuts in the run up to Christmas, one of a raft of marketing measures to be launched across its food, clothing and electricals divisions to entice cash-strapped shoppers to spend this Christmas.

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The supermarket is cutting the price of more than 1,000 additional products as part of a “Christmas Price Drop” campaign. A TV ad to support the additional promotion will break on Friday (25 November).

It comes eight weeks after the launch of its original Price Drop campaign, which Tesco claims has helped 90% of its customers save money at the till.

Tesco plans to launch a series of ads to push its electricals division. The first, breaking later today (23 November), will promote a deal on a 42 inch 3D TV and Blu-Ray player (see below). A second ad due to launch next week will promote its recently introduced six-month interest free credit deal on technology products.

The retailer is also employing social media and augmented reality technology. A Facebook promotion will launch on 2 December offering customers the chance to win back the value of a year’s worth of Tesco clothing shopping.

Its Real Food magazine is also hosting live cooking advice on Twitter for the first time, offering last minute tips on Christmas Eve and Christmas Day. A team of 10 professional cooks and chefs will be manning its @TescoRealFood twitter account to answer questions.

Tesco has also used augmented reality app Blippar to make its recipe cards interactive and give customers access to additional recipes and video cooking tips online.

Speaking today (23 November) at Tesco’s Wembley store, Richard Brasher, the UK CEO, said that he believes spending will be late this year as shoppers struggle with “tough times”.

The supermarket is extending shopping hours during the Christmas period and some stores will open a late as 11pm on Christmas Eve after a successful trial in a small number of stores last year, so that when customers are ready to spend, stores will be open.

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