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Article: Can Iceland juggle value and service? (News Analysis).
- Article from:
- Marketing Week
- Article date:
- April 25, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. 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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In the past, Iceland has been seen as a discount food retailer, relying on low prices to attract customers. But with the appointment of Mike Coupe, the chain aims to rely on service and convenience, says David Benady
Frozen-food retailer Iceland's re-appointment of ad agency HHCL & Partners last week signals the start of a drive by the chain to reverse declining sales and re-invent its position on the UK high street.
HHCL has handled the chain's [pounds sterling]14.4m account since 1998, in which time the retailer has undergone a series of changes to its strategy as it seeks to find its place in UK food retailing. After the collapse of its misconceived ...