The Best Shopping Trip? How Tesco Keeps the Customer Satisfied

This paper describes a number of things that Tesco has done over the past years. It tries to put them into context and illustrate the threads that knit them together, and hopefully, to explain the sort of business that we are trying to be.
  

The Best Shopping Trip? How Tesco Keeps the Customer Satisfied

Tim MasonTesco PLC

It stems back to 1993 when I was working in Retail Operations and was summoned back at short notice to work for Terry Leahy, who was then Marketing Director. He was in the process of conducting research to understand why things were not quite as bright as we hoped they might be. We had been through a couple of years of rather bleak trading and we had to try and understand why, and then decide what we were going to do about it.

The...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands