Retail giantÂ’s own label celebrates its best Christmas in three years, thanks to a new point-of-sale campaign

Retail giant’s own label celebrates its best Christmas in three years, thanks to a new point-of-sale campaign

Tesco recently announced year-on-year sales across its UK stores had increased by 4.9% during December and early January, well ahead of City forecasts.

Among the categories driving this growth was the Tesco Finest food range, which was heavily supported by an innovative point-of-sale (PoS) campaign.

Tesco worked with PoS and brand retail communication experts Augustus Martin to provide a POS solution that would differentiate its Finest range on-shelf, at one of the busiest periods for in-store promotion.

New printing technology at PoS

Augustus Martin recommended employing a newly employed ‘disruptive’ effect that it developed exclusively in-house. This technique used a black base, synonymous with quality in the food retail environment, and combined it with a ‘twinkling’ effect as consumers walk past to really grab their attention. The new effects technology employed uses a combination of traditional printing processes and inks manufactured exclusively by the provider.

Tesco tasked Augustus Martin with producing more than 500,000 individual PoS elements for use across its stores, which contributed to fantastic Christmas sales for Tesco across its finest range.

Andrew Miles, director of stores marketing at Tesco commented: “This promotion has been really powerful, and allowed our Finest brand to be clearly visible throughout the Christmas period when our stores and marketing activity are at their busiest. We were delighted the campaign successfully delivered double-digit growth for our range through a congested and competitive trading period.”