Lessons from Tesco on brand, customers and differentiation

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Tesco FeatTesco are to sell their coffee chain Harris and Hoole to Caffe Nero. This comes on top of the news that they’re selling their Giraffe restaurant chain, Dobbies garden centres and Turkish supermarket Kipa.

The aim is to slim down the sprawling Tesco business and concentrate on their supermarket business. They need to as well… the always competitive slim margin supermarket business is facing increasing competition on all sides from new entrants such as Lidl and Aldi and online with Amazon Pantry and Fresh snapping at their heels.

Chloë Thomas of Ecommerce Masterclass recently interviewed Tamara Duschl is the Head of Brand at Tesco with insights into understanding what your brand and business stand for, understanding your customers and ways to differentiate your brand. It’s always worth learning from big businesses who have spent a fortune on trial and error testing, so you can listen to the full podcast below.

Of course what we really want to know is what plans Tesco have for their marketplace which is going to be an essential tool in their arsenal moving forward to expand inventory and serve customers. They’re still the only major UK supermarket to have a marketplace bolted on to their website so they’re in prime position to capitalise on it, but what direction they take moving forwards with the Tesco marketplace is yet to be revealed.

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