Tesco focuses on “shopper missions”

Jo Bowman

This event report addresses how Tesco, the supermarket chain, drew on shopper insights to fundamentally change its in-store format, design and product assortment across the UK.

Tesco focuses on "shopper missions"

Jo Bowman

For years, customers shopping in Tesco stores anywhere in the UK would essentially find the same design, interior and selection of goods. But a new way of segmenting consumers has transformed the approach taken by the supermarket chain, with its layouts and product range now reflecting not only who is visiting each store, but how they browse and buy.

David Nelson, head of space, range and merchandising at Tesco, told delegates at The International Shopper Insights in Action Event – held in Prague in November 2013 – that its Tesco Express stores were...

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