Audio – The element of surprise
UK’s grocery retailer Tesco was stealthy in its move into the US market - even building its new “Fresh and Easy Neighborhood Market” stores inside of warehouses, so that no one could see what they were up to.
“If anyone saw it asked what is this, we’d just tell them it’s a film set, and everyone would believe that in L.A. – it was entirely plausible,” Tesco Finance and Strategy Director Andrew Higginson told the Reuters Consumer and Retail Summit in London. “We were able to get away with it for quite a while.”
Tesco on track to open stores in November in four markets – San Diego, LA, Phoenix and Las Vegas, Higginson said.