Everyone knows that in retail, Christmas is the most important trading period of the year. Especially true if you’re the nation’s largest retailer – Tesco, with a large proportion of their yearly sales dependent on the last 6 weeks of the year.
Because of our increased understanding of the nation, 2017 was deemed a ‘close to perfect’ Christmas. We had landed on a strategy and creative idea that resonated, so in 2018 we doubled down on this. At a time of increased complexity and uncertainty, we embarked on becoming the retailer that best understood how the nation does Christmas.
In the patchwork quilt that makes up Britain, no two Christmases are the same. Only Tesco, the retailer that serves more customers than anyone else, could truly understand this. This understanding meant that we could give customers the confidence that however they do Christmas, Tesco was here to help throughout the festive season.
In order to live up to this promise, we had to literally understand everyone's Christmas, so we kicked off the mammoth undertaking of...
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