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...