February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Tesco Fresh & Easy, USA
SIMON UWINS
Simon Uwins is chief marketing officer of Tesco’s Fresh & Easy Neighborhood Market. Simon ran Tesco’s bakery, health/beauty and non-foods categories prior to leading its marketing in the United Kingdom. Tesco is a British-based international grocery and general merchandising retail chain. It is the largest British retailer by both global sales and domestic market share.
Working for a major food retailer, I find the recent rise in popularity of shopper marketing a little strange. Why? Because the shopping trip has always been so central to our business. After all, what people think about our brand is almost exclusively based on their experience of their local store.
If you accept that a brand is simply ...
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