Tesco has announced year-on-year sales across its UK stores have increased by 4.9% during December and early January, well ahead of City forecasts.
Amongst the categories driving the growth, was the Tesco Finest food range, which was heavily supported by an innovative POS campaign.
Tesco’s Finest range is one of Europe’s largest selling brands, representing high-quality products, but was struggling to create stand-out in an over saturated seasonal environment over Christmas 2010.
Augustus Martin– experts in POS and brand retail communication– recommended employing a newly employed‘disruptive’ effect that had been developed exclusively in-house. This technique used a black base, synonymous with quality in the food retail environment, and combined it with a ‘twinkling’ effect as consumers walk past that really grabs their attention.
Andrew Miles, director of stores marketing at Tesco, said:“This promotion has been really powerful and allowed our Finest brand to be clearly visible throughout the Christmas period when our stores and marketing activity are at their busiest. We were delighted the campaign successfully delivered double-digit growth for our range through a congested and competitive trading period.”
Daniel Pattison, group sales director at Augustus Martin, said:“POS is potentially one of the most sophisticated methods of marketing products and services to consumers, and increasingly so as we continue to learn and discover more about shoppers’ habits, demographics, decisions and life styles.”
The new effects technology employed by Augustus Martin uses a combination of traditional printing processes and inks that are manufactured exclusively by Augustus Martin.
Pattison added:“These effects are great for our clients as they improve sales, can be produced quickly and are affordable.”
Source: Tesco
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