MacLaurin made many changes in the basic format of the store by not only introducing a whole lot of new products lines including non food items, clothes, home appliances, electronic goods etc. but stores in new formats like Tesco superstore, Tesco Metro, Tesco Express, Tesco Extra were also opened to meet all segment of the society. Tesco superstores were characterized by huge space and were designed to attract customers of all strata. It was followed by an intensive drive to make committed customers as members through club card so that they could offer their customer extra benefits. This particular drive also helped them to analyze and identify the changing trends of the customer requirements which were used to gain leverage against their rivals. During 1996-97 Tesco became the first store in Europe to offer online delivery and took home delivery orders by phone, fax, and internet. Technology thus became an integral part of Tesco strategy that was vigorously followed by later CEOs of Tesco. By 2001 Tesco had become one of three leading online stores with more than 50% grocery online sale in UK and today it has around 7,50,000 registered users and processes 70,000 orders a week. Tescos Market Strategy.
Case Study of Tesco.
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