Tesco chief executive Dave Lewis has hailed the company's personalised marketing efforts for its role in a third consecutive quarter of sales growth.
After enduring a torrid few years, Mr Lewis said Tesco was "back-on-track", with a 0.6% rise in like-for-like sales - the key measure of performance for supermarkets.
Speaking to Marketing Week, the Tesco boss said: “In terms of [TV] advertising, we have some very encouraging signs in terms of how it is contributing, but there is also clearly still lots of opportunity to improve, so we don’t think it is done yet.
“If you were to look just at our TV advertising and not to spend time looking at all the other ways we’ve engaged with customers, particularly over the last 12 to 18 months, then you might miss some of the totality of the marketing mix.”
However, much of his praise went to Tesco's social media activity, in particular the personalisaiton of it. He said: "If you look at some of the things on social and direct, we’ve done things in a very much more customised way. We have very much put our money into a more personalised way of communication. It is something people don’t always see as it is more targeted to the groups of customers we are trying to impact.
“At an advertising brand health comms level, I am seeing some strong signs that what we are doing is actually resonating with customers. But that’s not withstanding the fact we can still improve.”
By Jonathan Davies, editor, Digital Marketing Magazine
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