Tesco has launched its Christmas ad for 2023 – but despite the festive trappings its group customer director Emma Botton says it is important to be consistent for its consumers.
Some 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.
Marketing leaders from Tesco, Costa Coffee and Octopus Energy share three cautionary tales about what can go wrong – and how to set it right – during your marketing career.
As Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
The reshuffle follows the announcement that chief customer officer Alessandra Bellini will be leaving Tesco at the end of September.
Alessandra Bellini, Marketing Week’s Marketer of the Year in 2020, will leave the role at the end of September, prompting a restructure that will see the chief customer officer role scrapped and a new dual unit created.
Tesco evolved its Clubcard offer, adding exclusive member discounts in 2020, which many rivals have looked to emulate, but its top marketer argues its proposition still stands out thanks to its “unrivalled” customer data.
It could cost Tesco £8m to remove its Clubcard prices marketing assets, following the supermarket’s second loss against Lidl at the High Court in its long-standing trademark dispute.
Tesco says it has made share gains from more premium retailers for nine consecutive quarters as consumers choose the supermarket for more “treat occasions”.
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Has Lidl scored an own goal in its victory over Tesco, or does this signify a change in how brands and retailers market themselves?
Following a legal battle between the two retailers, the High Court has ruled Tesco copied Lidl’s logo to “deceive” customers.
Are retail media networks driving changes to loyalty schemes as shopper data becomes essential to supplier relationships?
Through initiatives such as Clubcard Prices, its price match and everyday low prices schemes, Tesco has “materially eroded” the price difference between itself and the discounters, CEO Ken Murphy claims.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.