Tesco category strategy
17 September 2024Our solution to Tesco's shopper experience in Ireland.
Our reimagining of Bakery was the start of our transformation, and we are confident we are now leading on shopper experience, which is driving our overall market performance.
John Brennan, Fresh Food Director
The challenge
Tesco had lost over 1% share of trade in Ireland as Discounters had taken a greater foothold in the market, gaining 4% share in the process.
Tesco knew that shopper experience was the key to future share growth and that the bakery category was a key footfall driver and a category with a high under trade.
Our solution
Working with Tesco, we engaged with shoppers to understand how best to showcase the bakery category and how it can be used to attract more shoppers into stores. We then defined and led strategic development workshops with a cross functional team from Tesco Ireland to re-imagine the category and test the solution in two stores, prior to rolling it out.
The outcome
Tesco's share of trade in Ireland has increased by almost 2% since the rollout of the new bakery experience and the share of trade for bakery has improved significantly during the same period. The reimagining of bakery has been followed by applying the same approach to Meat, Fish, Poultry and Produce.
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