Ready to Take on U.S. RETAIL MARKET the No.1 Player in the U.K
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TESCO Ready To Take On U.S. RETAIL MARKET The No.1 player in the U.K. retail world is set to launch a major U.S. venture. BY TOMMY LEIGHTON Editor’s Note: In looking to provide the readers of PRODUCE BUSINESS both in its own back yard and internationally. With annual group with a more comprehensive understanding of Tesco as it establishes a U.S. turnover of $85 billion (£43.1 billion) in 2006 and profits in excess base, we thought it appropriate to reach out to an editor in the United King- of $3.9 billion in both of its last two fiscal years, Tesco is now the dom who has been focusing on Tesco for years. world’s fifth largest grocery retailer. I asked my friend Tommy Leighton, editor of FPJ, the U.K.’s weekly The might of Tesco in the United Kingdom is such that around trade publication for the fresh produce industry, to share his understanding £1 of every £6 spent by British consumers goes through a Tesco till of what makes Tesco tick. Many thanks to Tommy and to FPJ for this contri- at one of its 1,800-plus stores. With more than 30 percent of the bution to our understanding of what we have to look forward to as Tesco U.K. supermarket sector in its pocket, the group has built steadfast comes to America. — Jim Prevor foundations from which to launch its international empire. Just a dozen years after opening its first overseas store, Tesco is esco, which is headquartered in Cheshunt, Hertford- the market leader in five of the 12 European and Asian markets in shire, England, will enter the U.S. market later this which it now operates, and the chain is not known for a willingness year with a big commercial reputation to uphold, but to accept second place. as a largely unknown entity in the world’s biggest Over half of group space is now outside the United Kingdom. retail marketplace. After several decades of steady More than 100,000 employees work for Tesco’s international opera- progress, the U.K.-based supermarket chain has tions, serving more than 15 million customers and generating $14.9 expanded at an astonishing rate in the last 10 years, billion in sales and $729 million in profit in the last 12-month period. 18 TPRODUCE BUSINESS • MAY 2007 Entry into the United States will give Tesco coverage of more than 2.1 billion con- sumers worldwide, who are responsible for Tesco Takes 55 percent of the world’s gross domestic product. And the group board has made its Loyalty To Next Level intentions clear. “[The United States] is a market we have researched extensively for any trade analysts have pointed Having conquered the United Kingdom, many years and over the last year we have to Tesco’s relationship with mar- Dunnhumby has already turned its atten- committed serious resources to developing a Mketing specialist Dunnhumby, tion overseas, of course, and has a joint format that we believe will be really popular based in London, England, as an integral venture with Kroger, headquartered in with American consumers,” says Tesco chief part of the retailer’s success in the United Cincinnati, OH, that has run since 2003. executive Sir Terry Leahy. Kingdom. And as it was Tim Mason, now Tesco’s Since Dunnhumby took on the role of USA CEO, who is credited with first identi- running Tesco’s Clubcard scheme in the fying the opportunity to sell more than mid-1990s, it has been instrumental in fresh food and chilled meals to millions of Tesco’s strategic the development of a modern form of loy- card-carrying members of the Tesco Club- alty scheme that has been a major influ- card scheme. It is a fair assumption that superiority and ence at Tesco for more than a decade. he will bring his experience and know-how Dunnhumby calls it “relevance market- to bear in the United States. obsessive attention ing.” The ability of Tesco, assisted by Dunn- Tesco also operates the U.K.’s only humby, to translate the insight gleaned financially successful grocery e-tailer, and to detail have set it from analysis of shopping patterns into it was the Clubcard that provided the data actionable marketing and retailing pro- and the insight to identify the households apart from its U.K. grams has played a huge role in its leap up where those customers lived. While most the retail charts. online supermarkets have struggled to rivals and enabled Tesco does more than count how much make ends meet, Tesco.com, founded in its customers spend — it examines every 1995 as a trial initially in just 100 stores, the group to item in their shopping baskets for more claims to service 97 percent of the U.K. than 40 key characteristics. It may note population. compete robustly the time of day they are shopping, how Tesco.com generates more than they pay and even how many calories they 200,000 orders per week and achieved plan to consume. over £1 billion in sales last year. It is debat- almost immediately This essential information on actual able whether Tesco has a better model buying behavior has guided most of the key than its rivals for internet shopping, but it after it enters each business decisions the Tesco management got into the risk-laden market early and team has made in recent times, reducing used the power of its brand and its Club- of its international the risk associated with new initiatives. card-inspired data bank to target con- The scheme has received plaudits on sumers far more effectively than its biggest marketplaces. an international scale. Martin Glen, presi- U.K. rival, Sainsbury’s, headquartered in dent of PepsiCo, based in Purchase, NY, London England. said: “Customer loyalty schemes are not a Having already tried — with Grocery- Tesco itself says its international strategy new idea; they have been around for more Works.com in partnership with Safeway is built on six key pillars: than 100 years, but what Tesco has done Inc., based in Pleasanton, CA — to intro- • Flexibility — having the will to treat is to develop a contemporary version of the duce the Tesco.com home shopping model each market as unique and adopt the rele- original concept which goes much further in to the United States with minimal success vant approach developing an active relationship with its (some might even say relative failure), the • Act local — by meeting the needs of customers. Tesco’s marketing works way in which Tesco takes its own brand local customers, local cultures, local supply because they combine insight with creativi- online sales operation into the United chains and local regulations with a tailored ty, value and scale.” States will be a cause of great interest. pb offer delivered by local staff — less than 100 of Tesco’s international team are ex-pats • Keep focus — recognizing that to being able to share this skill between mar- admit privately at least that international become the leading local brand is a long- kets, Tesco believes it will improve the ventures have fallen down because they term effort and takes decades, not just a few chances of success in challenging markets failed on one or more of these counts. years • Build brands — the group feels brands Tesco’s strategic superiority and obsessive • Multi-formatting — no single format enable the building of important lasting rela- attention to detail have set it apart from its can reach the whole of the market, says tionships with customers U.K. rivals and enabled the group to com- Tesco, which believes a whole spectrum None of these strategic elements at face pete robustly almost immediately after it from convenience to hypermarkets is essen- value sound like rocket science. They, in fact, enters each of its international marketplaces. tial, while taking the approach of a dis- exude logic, even to those who might not Expansion into the United States is therefore counter throughout always agree with the principles behind seen as something of a natural progression • Develop capability — by developing them. But there are many retail chains, Wal- and the confidence of a relatively newfound, skill in people, processes and systems and Mart undoubtedly among them, that would retail superpower, which readily translates 20 PRODUCE BUSINESS • MAY 2007 into a positive strain of commercial arro- gance, provides the protective shield to ride out almost any storm. LONG-TERM STRATEGIC THINKING Until Tesco laid its first bricks on foreign soil, no U.K. supermarket chain had shown itself to have the capacity or long-term vision to succeed overseas. U.K. food retailers have certainly not enjoyed great success in the U.S. market in the past, undone in part by a lack of understanding of the geography, con- sumer demographic and retail environment on the other side of the Atlantic Ocean. Tesco has the credentials and it would be fair to assume it will move in on the United States with ambitious plans and an extremely aggressive growth strategy. Sir Terry said: “At a time when the num- ber of retailers in our sector with interna- tional ambitions is shrinking, Tesco has defined a strategy for international growth which works well.” The leadership of Sir Terry, who came to the helm as the company settled into pole position in the U.K. market, has undeniably been crucial in its meteoric rise through the international ranks. Purely in its domestic market, Tesco stood head and shoulders above its rivals from the mid-90s through the millennium, as it stuck to its own agenda and watched everyone else lose direction.