Tesco's Tactics

After watching 'Secret Eaters' with Anna Richardson it inspired me to tag along with my mum on the weekly trip to Tesco today. Unfortunately I missed some of the episodes but since catching up on 4od I have not only become more aware of food I eat absentmindly but in the last episode they also investigated into the marketing tactics used by supermarkets. This has interested me greatly, having studied these strategies on my course, so today I ventured into Tesco to see what approach(es) they were using.

Firstly, I would just like to point out when away at uni I often shop in the smaller shops along the highstreet so to walk into the huge megastore that Tesco is, was a huge surprise. I was a little disorientated too as I hadn't been to this supermarket for a while and as usual the aisles were heaving not to mention the shop was undergoing a refurbishment. You may argue that I would see the overflow of promotions in a smaller store but I felt engulfed and was being pulled in too many directions. They were everywhere and I honestly believe if I was on my own I would get sucked in and probably end up spending a fortune! After all, every BOGOF and £1 deals all add up, maybe this is why everyone was darting around. Are they preventing themselves from indulging in the latest offers or are they just having a hectic day?

Here is another example, instead of buying one packet of Chocolate Eclairs I was influenced to buy 3! Look at that deal... it would be stupid not to. But there I was again exposing myself to their simple but extremely clever sales promotions.

Look at this photo very carefully. Tesco have craftily positioned their value range (the cheapest) at the bottom of the shelf out of eye range. Studies state that whilst food shopping many are in a rush to finish their shop therefore supermarkets will locate the expensive range on eye level to maximise profits. Nowadays, it is clear that supermarkets are designed so we spend as much money as possible.



Overall, I have learnt that it is absolutely crucial to stay strong and only purchase essentials. I also believe you must glance at the promotions being offered to you. After all supermarkets conveniently promote their best offers tactically, to target us whilst also benefiting them, so you'd be a fool to ignore these deals. For example, I noticed the peppercorn sauce was cleverly placed next to the steaks today showing that a lot of thought has gone into the well designed store. Still, some may argue that it's all money grabbing tools and manipulation at its finest. However, having witnessed what I have today I can assure you that next time I enter a large store I will most definitely have a list containing only the items I need. Be strong and think before you buy!

Thankyou for reading,

LauraKM.