On September 29, 2009
Tesco’s Fresh & Easy Enjoying Fruits of Its Summer of Enhancements
Fresh & Easy has had a busy summer, as the evidence of its revised website suggests, not to mention a slew of new product introductions and resort to old as well as new media. Revised has a two-fold meaning in this case. On the one hand, the Tesco-owned chain has given its main site an upgrade, not only making it more colorful and interactive but, as spokesman Brendan Wonnacott noted, focusing the content more firmly on the critical messages the retailer wants to convey. On the home page, four rotating screens highlight critical elements of the Fresh & Easy brand promise: quality, assortment, customer service and price. The retailer has shifted position in the recession from hip to helpful, promising…
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