It is worrying that Tesco continues to see price as a key issue. It is the retailers who differentiate beyond price that really understand today’s savvy shoppers.
Campaigns that have resonated with shoppers during the economic downturn are those that have helped them understand how to make the most out of their money: Dine in for £10, Feed your Family for a Fiver, Love your Leftovers. All tap into a growing sense of prudence.
The moment Tesco plastered ‘The UK’s Largest discounter’ around its stores was, for us, a pivotal point in its fortunes. It was completely out of step with the needs of mainstream shoppers - and when we first noticed an increase in dissatisfaction with Tesco’s basic standards.
Danielle Pinnington, managing director, Shoppercentric