Agency: Lowe Lintas | Authors: Ashleye Sharpe and Joanna Bamford |
Tesco Stores Ltd
How 'Every Little Helps' Was a Big Help to Tesco
THE SCOPE OF THIS PAPER
The Transformation of Tesco
The radical transformation of Tescos fortunes from lacklustre number two to Britains largest retailer has been well documented. Between 1990 and 1999, Tescos turnover increased from 8bn to 17bn1 and its share rose from 9.1% to 15.4%2 overtaking Sainsburys to become market leader in 1995.
Whilst loyalty has risen, particularly in more recent years, Tescos ability to attract new shoppers has...