How secret shopper research shaped Tesco's fresh&easy US launch

WARC Online's U.S. editor Geoffrey Precourt reports from The Market Research Event in Anaheim, Los Angeles, on the research program behind Tesco's creation of its fresh&easy chain of local grocery stores on the U.S.

How secret shopper research shaped Tesco's fresh&easy US launch

Geoffrey Precourt WARC Online

When Tesco, the world's third largest supermarket retailer, decided to launch fresh&easy, a chain of small-scale convenience outlets, on the West Coast of America, it treated the high-risk venture "just was we would any new business". According to Simon Uwins, fresh&easy CMO, this meant sticking to the company's core mission. At the IIR's recent The Market Research Event in Anaheim, California, Uwins gave this as "to create value for customers to earn their lifetime loyalty."That mantra has driven Tesco as it has...

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