Tesco, the UK’s biggest retailer, recently announced its quarterly earnings have soared due in part to the launch of 15 Fresh & Easy stores in the US.
In its first attempt to break into the US market, Tesco pulled out all the stops to ensure the neighborhood markets were a welcome addition by donating $1000 to a local non-profit. Even better – the retailer put the power in the hands of the community by asking them to nominate the organization they think best fits with Fresh & Easy values.
Tesco seems to be doing everything right as they launch their brand in the US including giving customers a forum to speak their minds about the new Fresh & Easy markets. The website also gives consumers content that is important to them such as articles on cuisine and recipe ideas (using Fresh & Easy products of course). They even have a blog to further engage its core audience and used YouTube to introduce the Fresh & Easy concept.
Tesco also makes it very easy on American media to get the information they need with a press kit equipped with downloadable photos and logos, fact sheets, latest news and quote sheets.
Get ready, the British Invasion is coming to a supermarket near you!
Thursday, February 7, 2008
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