Evaluating Tesco’s Marketing Techniques
Tesco is the leading supermarket in the UK, it has more customers than any of the other big four supermarkets. Tesco was founded in 1919 and has grown to be one of the largest retailers in the world. The retailer offers a range of items including groceries, wines, home electronics, and more recently services such as “Tesco mobile” and “Tesco banking”, bringing a wider variety of goods and services allows Tesco to expand as a brand.
Tesco is the third-largest retailer in the world measured by gross revenues and ninth-largest retailer in the world measured by revenues. It has shops in seven countries across Asia and Europe, and is the market leader of groceries in the UK with roughly has a market share of around 28.4%. Tesco Clubcard is the loyalty card of Tesco which develops a relationship between them and their customers, it allows customers to earn points, which can then be exchanged for vouchers off in store or money off a range of experiences or days out. The Clubcard scheme operates in the United Kingdom, Ireland, Czech Republic, Hungary, Poland and several other countries, and as of 2018 it has over 17 million users in the United Kingdom.
The size of the company’s orders allowed them to discuss deals with the largest manufactures. Tesco was the first of the big supermarkets to watch their customer’s needs through their Clubcard scheme, using this they could analyse what the customers like and what they don’t like, this allows Tesco to make more profits and be more efficient. Tesco gathered information on what people were buying and turned it into profitable information. The Clubcard scheme gave customers personalised discounts and rewards. It became such a success as it was uni...
