The new British Invasion: Tesco hits the Bay Area
By Josh Tretakoff | VP, Account Management
Tesco, the celebrated UK supermarket chain, has already launched in the US with their Fresh & Easy stores in Phoenix, Las Vegas, and Southern California, but today comes word they are headed to the Bay Area. Tesco is one of the “gold standards” for excellent loyalty marketing, as documented in Clive Humby’s book, Scoring Points.
While ostensibly designed to compete with smaller foodprint markets like Trader Joe’s, the choice of the Bay Area is clearly a shot across Safeway’s bow, who makes their headquarters on the Bay Area’s edge. With Tesco’s background in loyalty, Trader Joe’s instinctual appeal, and Safeway’s massive presence, these 18 locations should prove to be an interesting real-world proving ground for the power of loyalty.
