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Tesco Lotus kicks off new Bt300m Roll Back promotion

Jun 28. 2012
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By The Nation

Tesco Lotus has unleashed its latest Bt300-million "Roll Back" promotion.


“Customer surveys indicate that Tesco Lotus has been clearly seen as the price leader in Thailand, following the successful launch of the ‘Number 1 for Price’ campaign in February,” Kurt Kamp, chief marketing officer, said yesterday. “With this latest chapter in the story of Number 1 for Price, we are once again helping customers save even more with our everyday low prices in every category.”
Prices have been slashed across the entire range of products.
Until August 22, thousands of Roll Back items are on offer in every department including fresh food, grocery, apparel, appliances and home care. Standout Roll Back products include daily necessities such as rice, chicken, red grapes and detergent, which are even cheaper than last year to help customers with their day-to-day shopping bills.
In general merchandise, prices have been dropped on essential items like fans, copy paper and garbage bags.
Tesco Lotus says it continues to check the prices of 10,000 products every week to ensure that its products are cheaper than competitors’, and will continue to offer the “Shock Price Guarantee” campaign, in which it will beat competitors by Bt1 instantly on any advertised product. Clubcard holders benefit from member discounts, which is a way to save on many products, running alongside “Buy One Get One Free” deals.
“More and more customers come to Tesco Lotus for not just food but other non-daily items,” Kamp said. 
“It is our key competitive advantage that we offer all key product categories under one roof. So we have now extended our proven price leadership from grocery essentials to every product category in the store, based on our value that ‘no one tries harder for customers’.” 
For this Roll Back campaign, the company is spending as much as Bt300 million, which is one of the highest amounts since it launched rollback campaigns many years ago. 
“Apart from investing to directly subsidise prices for customers, we also work closely with our suppliers to plan for good promotions,” he said. “So this is a win-win situation as suppliers can sell more products and customers can get cheaper prices.
“We also see more customers coming to Tesco Lotus not for just food but also for other products. For example, during Euro football we have good TV sales and for ‘Back to School’ we had good uniform sales. So for this campaign we are extending our low prices to all product categories.
“This is the first time our Roll Back campaign covers all types of products [compared with] the past when we focused on food and daily essentials.” 

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