Tesco has launched a new plan - dubbed ‘Making Moments Matter’ - to emphasise the radical improvements it hopes to make to customer service.
Covering extra training for staff and improvements to stores, Tesco stressed the slogan would not replace the long-running Every Little Helps tagline.
However, the slogan represents a first major contribution by agency Wieden & Kennedy - and could offer a hint as to the supermarket’s future marketing strategy. W&K won the £110m Tesco account in July after one of the most competitive pitches of the year.
A spokeswoman for Tesco said ‘Making Moments Matter’ was “about putting customer service at the heart of everything that Tesco does”.
Meanwhile, W&K is also planning a major ad campaign to launch this Christmas, but Tesco said it had not been given the task of dismantling Every Little Helps. “There may well be other initiatives such as Making Moments Matter in addition,” a source said.
Store managers from across the country took part in a conference in London yesterday to learn more about the Making Moments Matter programme. It follows moves including a major increase in staff numbers, new uniforms for fruit & veg teams and in-store bakeries - all parts of chief executive Philip Clarke’s store revamp programme.
The spokeswoman said further improvements to staff training and in-store experience would be made as the initiative goes on.
7 Readers' comments