Tesco marketing investment not yet translating into sales

Tesco’s multi-million pound investment in marketing initiatives has still not translated into additional income as sales fell back into decline in its latest quarter. 

tesco-hudl-2013-460
Tesco has sold 300,000 Hudl tablets since the budget device launched in September.

The UK’ s largest supermarket chain says sales from stores open for a year or more fell by 1.5 per cent in the company’s third quarter. Like for like sales had been flat in the second quarter.

Tesco insists efforts to improve perception of the quality of its food, it launched its “Love Every Mouthful’ positioning in July to highlight the provenance of its offering as well as investing £1bn on store and multi-channel improvements to enhance customer experience, have been well received. It also relaunched its premium Finest range in October. 

Chief executive Philip Clarke, says: “Customers are continuing to respond positively to the changes we are making to the UK business to differentiate our offer and position Tesco as a multichannel leader.”

It is in online and multichannel where Tesco can report better performance. Although no figures were provided, the supermarket pointed to “record online grocery orders”. It also says it has sold 300,000 Hudl tablets since the budget device launched in September, “more than we had originally planned”.  

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now