The overhaul of Tesco’s marketing is starting to pay dividends, according to the retail giant’s interim results, which show that 7 million of its customers have already been sent additional, more personalised Clubcard mailings.
Analysts have welcomed the “steady progress” made by the group, after it revealed like-for-like sales fell 1.5% in the 13 weeks to May 26, slightly better than the 1.6% decline in the previous quarter.
However, it claimed to have gained share from its rivals in a declining grocery market, helped by the addition of 4,300 extra staff and the overhaul of 100 stores. It also claimed to have seen its best ever week outside of Christmas amid the Diamond Jubilee celebrations, with more than £1bn of sales, although this was not included in the interim figures.
Earlier this year, Tesco revealed that Clubcard data – handled by DunnHumby – was being put at the heart of its £1bn recovery plan.
Unveiling the interim report, Tesco chief executive Philip Clarke said: “Our customers are seeing the evidence of the changes we’re making and they’re telling us they like what they see.
“We are rapidly implementing our six-point UK plan and I’m particularly proud of the relaunch of our Everyday Value range and the fact we have now put extra staff into 700 of our stores – in 500 of them within the last three weeks alone.”
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