By Mark Davidson
Tesco reported strong sales of its Finest food range over the Christmas period and has attributed much of its success to an innovative point of sale (POS) marketing campaign.
In an attempt to differentiate its premium own-brand offering from other products, the grocer turned to POS specialist Augustus Martin to provide in-store promotional material - and the results were positive.
Last month Tesco announced that, although like-for-like (LFL) trading was relatively flat for the six weeks to January 8th compared to one year before, it delivered strong LFL food sales and double-digit growth in its Finest range.
Director of Stores Marketing at Tesco Andrew Miles 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.”
The supermarket’s goal was to make sure that its Finest range was clear, eye-catching and stood out as much as possible, whilst still retaining its functionality - the function being to tempt customers into purchasing the luxury range on impulse.
“We were delighted the campaign successfully delivered double-digit growth for our range through a congested and competitive trading period,” Miles added.
Last month the fifth largest grocer in the UK, Co-op, rolled out its most extensive POS campaign of all time when it replaced the ‘Great Deal Locally’ campaign with its ‘Big Deals’ promotion.
The major supermarkets and convenience chains are becoming increasingly aware of the importance of POS marketing, as more and more customers make their purchasing decisions while in store.