How Fresh and Easy Listened to the Customer

Tesco’s Fresh and Easy concept in the U.S. provides a vivid example of a company listening to the customer and making almost immediate adjustments based on that feedback. It has been almost two years since the stores started to appear on the West Coast. In that time, the company has, “done a lot of listening to customers.” This interview with Steve Ryder, Store Design & Planning Director at Fresh & Easy Tesco’s US operation, outlines some of the activity.

Based on customer feedback, 60 stores engaged in a re-fresh program in which stores were made more inviting and informative. Additional banners, more messages and more color was used to address what the customers were calling a “sterile” environment that made the stores appear to be “too discount” for the U.S. shopper.

After 18 month in operation, 120 stores were remodeled this year to take advantage of the learning accumulated over that time. Frozen food space was increased and 600 skus were added by increasing aisle height by 10 inches. Store décor was changed yet again.

Change is never easy, but it appears that Fresh and Easy has broken through the anxiety by creating a culture that listens, and more importantly, responds to the customer. Look for this chain to continue to enhance its presence in the U.S.