Sunday, October 2, 2011


The Tesco Lotus hypermarket chain is increasing its focus on fresh food to draw new customers from wet markets.

Chief marketing officer Kurt Kamp said the company had been sending its team to study the behaviour and demand of customers who shop at wet markets. After gathering sufficient information, it will make a customer analysis and adjust merchandising of its fresh foods to meet the demand of wet market shoppers.

"Many customers now recognise Tesco Lotus as a 'wet market with an air conditioner', so we have massive potential to lure wet market customers," Mr Kamp said.

Yesterday the company launched its new marketing campaign "Give, Give, Give" costing 150 million baht to celebrate its 17th anniversary. The company will offer newspaper coupons worth 80 baht for customers to spend with their Club Card, as well as discounts for Club Card members on essential groceries with every 600-baht purchase.

It expects a double-digit increase in visitors during the campaign.

Asked about the company's response to rival Big C's lawsuit, which accuses Tesco Lotus of unfair advertising and marketing practices, Mr Kamp said all Tesco Lotus promotions and campaigns were conducted transparently and in full compliance with local laws. He added the company has received a lot of positive feedback from customers about these promotions.

Tesco Lotus is also joining with Procter & Gamble Trading (Thailand) to promote 12 environment-friendly products such as Pantene Pro-V shampoo, Olay Total Effects and Downy softener.

Saofang Ekkalukrujee, senior corporate affairs manager, said demand for green products had increased steadily. Tesco Lotus plans to open more green stores.

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