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  • Tesco’s quest for greater market share has included diversifying store format. We conducted numerous projects to help develop the Extra and Metro brands, focusing on the appropriate product offer as well as the design and customer experience of each ‘format’.

    We conducted a segmentation study of Metro shoppers identifying the best product offer and layout design to suit each type as well as understanding how these shoppers varied across a range of city locations (from city of London to Manchester to Dundee).

    In the development of the Extra brand we explored potential stretches for Tesco - from non food, to hot food counters, to a fun and exciting ’snack and pop’ section, (conducted in conjunction with Cadbury, Coca Cola and Walkers) designed to appeal to children and the child in all of us.

    For these projects we developed specific methods and techniques to talk to consumers in-store from psychological accompanied shopping interviews tapping into the shopping mind-set and reasons behind reactions, to rolling group discussions which provide a more creative way of talking to between 10-30 shoppers in a 2 hours period in-store.