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It's no surprise that Tesco is having to act quickly to encourage customers back. The supermarket stalwart has failed to gauge the need for a balance between value for money and quality. We are now in a world where there is unbalanced emphasis on the monetary value of products rather than the consumer’s values. With consumers now wanting value-added extras from retailers they can relate to, supermarkets need to lay out their values and beliefs for all to see. The likes of Sainsburys and Waitrose have certainly made important foundations in matching this balance with consumers’ desire for it. Consumers are beginning to reach a tipping point on price alone and retailers are going to have to do more than grapple with quick-win promotions.