Tesco CEO Dave Lewis has voiced his concern about by Aldi and Lidl's aggressive marketing investment, according to reports.
Lewis expressed the concern to Marketing magazine at a press conference yesterday where the British retailer discussed its £6.38bn loss.
"It concerns me at one level. but where we are at the moment is taking a step back and (looking at) what is driving the brand experience - it's in store. I'm not interested in share of voice type conversations. I'm interested in what the customer experience is first and foremost." Lewis told Marketing on Wednesday morning.
The report added that Tesco's marketing strategy puts its emphasis on quality rather than quantity and is looking to reconnect with consumers, focusing on brand perceptions and an overall better in store experience.
"What I'm learning in retail is the biggest single impact you can have on somebody's appreciation of a brand in our business is the experience when they walk through the door." Lewis said.
He added that, "I'm not saying that forms of communication like advertising don't have a role to play, but they can't make up for a poor experience in a store. So what we'e done very deliberately in terms of building the brand is make that experience better."
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