Tesco 2011 Annual Report Download - page 13

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Tesco Clubcard
All retailing is local. And Clubcard is one of the ways in which we
can be responsive to local customer needs. In addition to rewarding
customers for their loyalty, Clubcard provides us with insight from
millions of customer transactions. From this we can develop tailored
ranges, promotions and marketing by country or region – in fact right
down to the individual customer via their Clubcard mailing.
The knowledge and expertise of operating Clubcard was developed in
the UK but has now been rolled out to a further 11 countries across the
Group, with more members in Asia and Europe than at home in the UK.
F&F
We’ve been successful at exporting a number of our brands
internationally, tailoring them to local trends, needs and price ranges.
F&F is a good example of how one of our brands has spread globally
and won locally. We’re bringing the benefits of our Group skill and
scale to our buying and sourcing operations, helping to reduce costs
and improve quality. In Central Europe for example, 95% of our clothing
supplier base is the same as Ireland and the UK, even though to win in
each market, we adapt our range to local trends, tastes and climates.
F&F is now in ten of our markets and is the market-leading clothing
brand in the Czech Republic, Hungary and Slovakia. We also opened
our first stand-alone F&F store in Prague this year.
World-class training for national talent
We know that to be a successful international retailer we need to
combine deep local knowledge with global experience – this is
why all of our international management teams are a mixture of
nationals and people from our UK business.
In addition, the experience of working internationally helps us attract,
retain and develop our people – over a fifth of our directors are
currently working outside their home country.
Our Academy supports the development of both operational expertise
and leadership excellence. Management courses are developed based
on global best practice and then used to train teams in each local
market. Our first dedicated Academy centre will open in Seoul –
serving Asia – in July.
OUR
VISION
To learn more about our
vision and strategy:
http://ar2011.tescoplc.com/
businessreview/ourstrategy
TESCO PLC Annual Report and Financial Statements 2011
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9
Overview Business review Governance Financial statements