O'Reilly logo

Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Tesco Fresh & Easy, USA

SIMON UWINS

Simon Uwins is chief marketing officer of Tesco’s Fresh & Easy Neighborhood Market. Simon ran Tesco’s bakery, health/beauty and non-foods categories prior to leading its marketing in the United Kingdom. Tesco is a British-based international grocery and general merchandising retail chain. It is the largest British retailer by both global sales and domestic market share.

Working for a major food retailer, I find the recent rise in popularity of shopper marketing a little strange. Why? Because the shopping trip has always been so central to our business. After all, what people think about our brand is almost exclusively based on their experience of their local store.

If you accept that a brand is simply ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required