For an FMCG marketer, “the reach, the touch and the frequency of the Tesco brand is nothing short of jaw dropping”, according to CEO Dave Lewis. With 49 million weekly transactions and 19 million people signed up to its Clubcard loyalty scheme, Tesco is the UK’s biggest grocer, but it’s more than just a supermarket chain, operating a bank and a mobile network as well.
Brought in in 2014 to turn the business around as sales and profits slidand confronted with an accounting scandal that saw its share price halve, Lewis believes that brands can learn useful lessons...