Tesco

Skopos developed a multi-layered research programme designed to provide both breadth and depth of understanding:

• Continuous customer tracking surveys to measure satisfaction and loyalty across key touchpoints, including checkout, online orders, and click & collect.
• Behavioural and attitudinal segmentation to identify and size distinct customer groups, from price-conscious families to convenience-led urban shoppers.
• Journey mapping studies to highlight pain points across different shopping missions (e.g. weekly shops, top-up shops, online grocery deliveries).
• Campaign evaluation to measure cut-through and impact of communications such as the “Aldi Price Match” and Clubcard-driven promotions.
• Qualitative deep dives — including in-home interviews and shop-alongs — to reveal the emotional drivers behind grocery choices and brand perceptions.

The findings provided Tesco with clear direction on how to strengthen customer loyalty and improve the shopping experience:

• Identified perceived barriers in online grocery (delivery slots, substitutions, product availability) and guided targeted improvements.
• Highlighted the role of Clubcard pricing in driving loyalty and value perceptions, with insights shaping refinements to personalised offers and digital engagement.
• Uncovered regional differences in brand perception, enabling more locally relevant communications and offers.
• Demonstrated that Tesco’s focus on sustainability and food waste reduction resonated strongly with younger, values-led shoppers.
• Provided a continuous benchmarking framework, allowing Tesco to track improvements against both customer expectations and competitor performance.

As a result, Tesco was able to strengthen advocacy, improve online performance, and reinforce its “Every Little Helps” positioning in ways that were more meaningful and measurable.