W1- Tesco Video

Question 1

In Supermarkets, The highest spending 20% of customers account for 80% of supermarket profits. What is this called

Answer 1

Premium loyals

Question 2

How do Tesco present their goods to attract customers

Answer 2

Retail threatre- e.g. coloured & themed area like a bakery to give illusion it’s a separate shop. Fish isle, ice for perception of freshness and quality

Question 3

‘Power isle’

Answer 3

Cheaper products less visible position, promotional isle ‘power isle’= major motorway throughout centre of store, bright yellow so stands out, eye level; varies depending on how old you are, bubblegum flavoured toothpaste on lower shelve for pester power, lighting used, keeping shelves tidy (Tesco call this ‘the daily rumble’).

Question 4

Tesco layout and impressions given by it

Answer 4

Often change the layout of their stores so you have to hunt for cheap staples, expensive items obvious and first. The appearance of the shop and its staff is designed to create an impression of specialist knowledge/ expertise

Question 5

What is wine positioned near cheese an example of?

Answer 5

Good adjacencies

Question 6

‘learnt scripted behaviour’

Answer 6

Big brands to navigate e.g. Flora for butter. scripts which have been stored in memory are used to direct behavior. This activation is believed to occur automatically as a function of the situational context. For example, upon entering a restaurant, a RESTAURANT script would be activated and begin to guide behavior