Tesco, the super retailer, will be opening 100 stores across the southwest United States this fall, in Los Angles, San Diego, Phoenix, and Las Vegas. Understanding what makes Tesco strong will make you stronger.
Tesco gathered its research into American shopping practices by literally living with consumers in California for several months. That research led to the so-called Fresh & Easy format which includes the following innovative concepts:
• Small, easy-to-shop format
• Prepared gourmet meals to go
• Health-conscious products (no trans fats, no artificial flavor or color, no cigarettes or tobacco)
• "The Kitchen Table" where customers can try new products and learn about the product, ingredients, and preparation
Format is about much more than varying your product assortment across stores. Providing shopping destinations of different sizes, experiences, and products keeps customers excited and interested in shopping your stores. Giant Eagle's new Giant Eagle Express, Safeway's Lifestyle, HEB's Central Market, or Supervalu's Sunflower are great examples of new and innovative formats developed to satisfy specific customer needs. They are all great front lines as the British invasion begins.
Source: AMR Research, http://amrresearch.com
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