Agency: EHS Brann | Author: Guy Culshaw |
Tesco – Green Clubcard: rewarding the green consumer
1 CONTEXT
1.1 This Submission
This submission outlines how Tesco behaved in the environmentally responsible way their customers wanted, and then, with a little help from marketing, translated this into a 450 million unit reduction in carrier bag consumption since August 2006, whilst simultaneously propelling Tesco to the top slot in the supermarket green league table (see Table 1).
1.2 Background
“To create value for customers to earn their lifetime loyalty”
Tesco Mission Statement
Tesco believes that the way to succeed in...