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Case Study example - Tesco Customer Experience
Pages 4 (1004 words)
TESCO is one of the leading international retailers in the world. It was started in the mid of 1920s with the trading name TESCO. Since then the company has slowly expanded and marked its presence in different markets and sectors (TESCO). The growth strategy of the company is a long-term strategy based on four key parts: growth in the Core UK business to expand by growing internationally to be as strong in non-food as in food and to follow customers into new retailing services.
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People believe that they the company can use its size and success to be a force for good. This challenge is indeed accepted by Tesco with enthusiasm and commitment.
Consumers identify a brand's distinctive capabilities based on their perceptions that have themselves been created by the marketers over a period of time. A genuine brand is "the internalized sum of all the impressions received by the customers and consumers resulting in a distinctive position in their mind's eye based on perceived emotional and functional benefits" (Knapp). A brand, in general, conveys certain aspects like attributes, benefits, values, culture, personality and user. According to a recent study, Tesco is believed to have the strongest brand image online and this fact is clearly visible from its official website.
Tesco implemented the Club card rewards program to gather necessary customer information, which it then used to cater to specific customer needs and potential wants. When shoppers signed up for the card, they automatically submitted their age, gender, and income. Tesco was able to segment their shoppers based on these factors. ...
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