Checkout at Tesco

In May 1977, Tesco decided to discontinue Green Shield Stamps and develop a new image for the store. Research (described) led to development of the new strategy.
Agency: McCann EricksonAuthor: C. Kleanthous

Checkout at Tesco

INTRODUCTION

On Monday 9 May, 1977 Tesco made headline news through the media by announcing the decision to discontinue Green Shield stamps in all stores from Wednesday 8 June. This move was the first step towards a fundamental change in Tesco's trading philosophy.

The communication of this move through advertising and promotional activity has undoubtedly made an unprecedented impact on the High Street and significantly improved the trading image and market share of Tesco.

The following case-history describes the background and principal factors behind the campaign.

BACKGROUND

Traditionally Tesco...

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