Tesco Tests ‘Try Before You Buy’ Private Brand

Tesco frontUK retail giant Tesco is testing a ‘try before you buy’ promotion, at 6 stores, on its private brand to-go products. ‘Try before you buy’ will be available on all ‘food to go’ items only for all own brand Tesco goods, excluding alcohol. The trial is running over a variety of store formats. Items such as cakes, salads, sandwiches and fresh produce will be included in the campaign.

The concept will be promoted with in store marketing and point of sale, with colleagues able to open packs for customers to try.

The move is designed to promote the quality of Tesco’s private brands and appears to tackle quality perception of own brand versus branded goods.

A Tesco spokesperson, said, “We’re really proud of our products and we want to make it easier for customers to purchase them with confidence, so we’re trialing a ‘try before you buy’ scheme in a limited number of stores.

“We’ll be listening to customer feedback throughout the trial”.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.