UK: Tesco trials “try before you buy” and steps up service | Progresiv
In a bid to showcase its quality credentials Tesco is trialling 'Try before you buy' at six London stores. The initiative comes as Tesco outlines plans for more head office staff to work on the shop floor in the run up to Christmas. 
The scheme will only apply to selected own brand food-to-go items and is set to be heavily promoted through point of sale marketing. The move comes as Tesco looks to strengthen its private label offer in order to win back shoppers, particularly those who have switched to discounters. A Tesco spokesperson commented that the retailer wants to"make it easier for customers to purchase [own-brand] goods with confidence with the try before you buy scheme" adding that "we'll be listening to customer feedback throughout the trial."
Separately, Tesco has also revealed that it is to repeat its 'feet on the floor' programme in the run-up to Christmas, with more than 7,000 head office staff required to spend five days working on the shop floor between September and December. One of Dave Lewis's early initiatives on becoming CEO, the scheme was credited with delivering improved Christmas trading last year by improving customer service in-store. This emphasis on customer service and developing a more customer centric culture at Tesco has been a key theme for Tesco this year to support initiatives on availability and pricing. New UK CEO Matt Davies also last week appealed to staff to try to create more 'magical moments' for customers, which he said could be a 'game changer' for the retailer. (www.retailanalysis.igd.com)
