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Article: Express way for affluent singles: how is Tesco Express being adjusted to fit the Adminstore clientele?(Tesco Express)
- Article from:
- Grocer
- Article date:
- September 11, 2004
- Author:
CopyrightCOPYRIGHT 2004 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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There was always a questionmark over how Adminstore's well-heeled customer base would react to the transformation of the 45 stores from pricey deli-style c-stores into Tesco Express. But at one of the first stores to be converted, in Clifton Road, Maida Vale, London, they agree that every little helps.
"The customers all mentioned value in terms of pricing," says Adminstore chief executive Ken McMeikan, citing customer research on Tesco and Europa shoppers. However, good value doesn't come at the expense of quality, he assures, and Tesco has adapted the usual Express range to reflect the refined tastes of its predominantly London-based customers. "They're all ...