2. Tesco is a British based international grocery and general merchandising retail chain.
It has the largest sales of domestic market shares.
It is the World’s third largest retailer.
In 2007 Tesco made £2.55 Billion in profit.
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
3. Breaking down the service
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
4. Site Visits
Metro Argyle Street
Extra Springburn Express Ingram St
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
5. What type of shopper are you?
How often do you
buy your groceries?
Daily
Weekly
Do you make a Do you enjoy
shopping list? talking to people?
No Yes Yes No
Do you mind Do you have time Do you have Do you have
No to look for offers? Yes
Queuing? a car? much free time?
Yes No Yes Yes No No
On the go Organised No transport
Act on impulse Family Like using computers
No time to waste Enjoys shopping Let someone else do
the hard work
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
6. Persona
1 2 3
I find it really convenient because everything is in one place. I hate taking the kids they always
put things in the trolley. Parking is sometimes a nightmare
because mother and baby slots are often full.
Where Tesco Extra, Springburn, Glasgow.
When Family shop twice a week.
Why Convenience and a proximity to her home.
Owner of a large people carrier so finds it
easy to park in Tesco’s extensive car par.
How Travels by car to Tesco.
Needs To allow time for shopping online.
Take advantage of the Clubcard points she
collects.
Consider shopping at “unsocial hours” with-
out her children.
Linda
45 years old
Housewife
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
7. Weekly shopper
Create shopping list Ask for assistance
Correct change?
Collect points
Missing item produced Happy customer Good customer service
Unloading - frustrating Recycling?
Load the car, que to leave
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
8. Persona
1 2 3
I am really disorganised in the morning and don’t have time to make lunch.
I don’t want to use self service tills because I work in a bank and I am terrified of fraud.
Where Tesco Express, Argyll Street, Glasgow.
When Lunch, Monday to Friday.
Why He prefers the choice at Tecso’s than that of
Boots.
How Walks to Tesco from the bank.
Needs More reassurance in the quality of Tesco
systems.
To be more organised and create a shopping
list to last him the whole week.
If he collected points, this would benefit him
Jamie
in the long run.
23 years old
Banker
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
9. Self Service
Snack aisles highlighted
Enter Tesco
Self service counter On screen instructions Expected to que What do you do now?
Take receipt Method of payment Scan / bag items
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
10. Persona
1 2 3
I am new to the Glasgow area and I am weary of going out alone at night. I thought Tesco Direst would
be the perfect solution for me as they deliver door to door and I wouldn’t have to leave my home. But, I
wouldn’t use this system again as I third of my shopping was missing.
.
Where Tesco Direct, online at home, Glasgow.
When Once as a first time user.
Why She doesn’t have a car and like the variety
available on line.
How In the comfort of her own home
Needs Restore her faith in a nationally successful
system
Take time to visit smaller local Tesco
Reinforcement and encourage from another
service Tesco’s provides
Emily
18 years old
Student
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
11. Online Shopper
Log on Remembers favorite items Select day of delivery
Create list
Print receipt Note date/time
Method of payment
Enter Tesco
Time slot Door to door Helps you unload
Check receipt Sign - satisfied Removal of recycling
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
12. Local Competition
Roots and Fruits
Customer
Tesco is floored, say one thing and still produce
the other
I enjoy the variety of local stores, and the exercise
I gain from walking around the west end
Value for money
Employee
I always meet people I know shopping locally
Tesco’s provides ‘cheap crap’
I enjoy picking and choosing my own produce,
I like the fact things aren’t bagged for you. Poor quality of fresh groceries
Customers always return to quality
We offer a 10% student discount
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
14. Fresh produce not always high standard
Weakening local businesses
Loss of ‘community’ in smaller areas
Difficult for staff to form friendships in larger stores
Schemes and features have negative aura
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
15. Improvements
Organic Image
Vary type and how you access
Create reassurance
Personalise Promote
Seeing Services
Tesco
Betsy, Iain, Lauren, Wiston and Zoe
11.01.08
