Trends & Innovation

Tesco: Lessons in customer centricity

Brand strategy briefing


Tesco: Lessons in customer centricity is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.

Tesco is one of the largest retailers in the world, but faces mounting competition from discounters, including Aldi and Lidl. In this briefing, we explore how the supermarket has been putting the customer at the heart of its marketing strategy, an approach that has coincided with six consecutive months of sales growth.

What you'll learn

  • Tesco's shift towards ‘inside out’ marketing
  • The evolution of the Clubcard loyalty scheme
  • Tesco’s wine-centric approach to experiential marketing
  • The brand’s trial of digital receipts

Table of contents

1. Introduction

  • About Econsultancy

2. Tesco and the ‘Inside Out’ Approach to Marketing

3. The Steady Evolution of the Clubcard

4. Experiential Marketing with Tesco’s Pop-up Wine Bar

5. Tesco Trials Digital Receipts


  • Pdf Disabled Tesco: Lessons in customer centricity (470 KB PDF)

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