Tailor-made Tescos! Stores will adapt product range and deals to suit area.

bornintoit

http://www.dailymail.co.uk/news/article-2090377/Tesco-shake-Firm-adapt-product-range-deals-suit-affluence-area.html

Looks like Tesco are going to promote value lines in poorer areas and promote top price items in affluent areas. Thought this would be interesting to everyone here so posted the link.

SailorSam

I think all shops have always done this type of thing.
I remember hearing a woman talking on the radio and she was complaining 'cos she'd moved house and when Jewish New Year came along she wasn't able to buy any of the specialist foods she wanted, even in the likes of Tesco, but where she use to have where there was a higher Jewish community things were easily available.

terra_ferma

In some stores they have large "ethnic sections", like Afro-carribean, polish, asian etc. (incidentally some stuff is much cheaper there, e.g. chilli powder)

bornintoit

I agree I was under the impression this type of thing wasn't unusual but I guess Tesco's are going to be stepping it up. The comments on the article are interesting it would seem that there are alot of people really unimpressed by Tesco at present.

A._Badger

Tesco has a PR disaster on its hands.

So far, it is showing wonderful incompetence at managing it, too.

LondonDreamer

This doesn't seem like a good move to me. I live in a "rich" area and it's already hard enough to get the few value items I like. I don't choose to shop in M&S/Waitrose due to the lack of Finest items in my local store, but because it's much better quality at a comparable price.

Does probably explain why the instant custard powder disappeared this week though. :mad:

terra_ferma

I think having different products in stock depending on local demand is no news, they've been doing that for ages. I can hardly ever find certain things I like in my nearest S's.
The real difference is having different promitions in different stores, which I must say does make sense from a company's point of view, allows more flexibility and targeted marketing.

How are we poor MSErs going to keep up with the different offers?
I can already see what will happen: Value tomatoes BOGOF in 1 supermarket, and thousand of MSErs rushing in...

tessie_bear

i am sure savvy people (rich or poor) will jog on to the cheaper one ...i wonder what data tesco will use to decide wether the area is poor or otherwise

terra_ferma

tessie_bear wrote: »

i am sure savvy people (rich or poor) will jog on to the cheaper one ...i wonder what data tesco will use to decide wether the area is poor or otherwise

fact is there won't be a cheapest one, as they will all have different offers at different times, so the same way people now go to different supermarkets for different offers, they will also have to go to different branches of the same supermarket.
I would not be surprised if one of the motivations is that customers are now very savvy and some people only buy on offers, while the purpose of offers is to entice you to spend more, not to spend less.
A loss leaders is no longer a good marketing too if people will go to a supermarket just to stuck up on that item and buy little else that is at full price.
The system will make this more and more difficult, as for example my supermarket will no longer reflects offers that are instore.
It will be a bit like going back to the old times, word of mouth etc, so I imagine there will be a lot of twittering and facebooking about special offers in various branches, and the we'll all rush there.

Tesco have one of the best banks of data, volunteered by us through our clubcards, so it will be fairly easy for them to decide what to stock in each area.

PS this made me think about some poor b*ggers I know who are live-in caretakers in Knightsbridge.

callum9999

bornintoit wrote: »

I agree I was under the impression this type of thing wasn't unusual but I guess Tesco's are going to be stepping it up. The comments on the article are interesting it would seem that there are alot of people really unimpressed by Tesco at present.

There always are. Tesco could announce that it is going to donate £1bn to prevent world hunger tomorrow and people would still moan about them!

nikkicfr

I wonder how they are going to decide whether my local tescos is going to be "posh" or "poor" the actual town is itself is quite a poor area but sits in a rural shire full of (on the surface of it ) affluent villages.