If the key to Tesco's success were imperial pricing, then all supermarkets
would be doing it, but they don't..
When the year 2000 legislation was brought in most supermarkets used the
legal option of dual pricing where it was allowed. Tesco went a bit further
and started advertising with posters (in store) on selected items pricing
per lb only. They kept shelf edge labels metric to stay within the law. They
continued (as they still do) to weigh and sell in metric. No imperial prices
are seen on the check-out receipt.
Nowadays supermarkets are gradually giving less prominence to imperial where
it is used at all (loose fruit, veg, meat and fish). Practically everything
else is metric even in Tesco. They made a big thing out of it at the time
because it was topical and shoppers were still adjusting to it. When I was
in Asda the other day I noticed the absence of imperial nearly everywhere.
Morrison who entertain imperial a little more than Asda are are also
starting to reduce the size of the imperial supplement and giving promotions
in metric over the Tannoy. Sainsbury have done the same on TV recently.
----- Original Message -----
From: "Stephen Humphreys" <[EMAIL PROTECTED]>
To: "U.S. Metric Association" <[email protected]>
Sent: Wednesday, June 01, 2005 10:16 AM
Subject: [USMA:33036] RE: freight in UK
You mean like when Tesco 'sales figures' went up after the publicity
surrounding there decision to re-introduce imperial.
It certainly worked for me!
Well, add to that the fact that I moved home and the nearest hypermarket
is under 2 miles away and is called "Tesco" ;-)
From: "Philip S Hall" <[EMAIL PROTECTED]>
Reply-To: [EMAIL PROTECTED]
To: "U.S. Metric Association" <[email protected]>
Subject: [USMA:33024] RE: freight in UK
Date: Tue, 31 May 2005 20:25:43 +0100
When a company makes a change to its look or feel they sometimes send out
a
survey.
I've had loads of these.
I suspect that they don't do a similar thing with imperial measures being
removed because despite most people still using them in day to day life
they feel that they "know what's best for us" on this one.
Or maybe they use a more tried and tested way of doing "customer surveys"
It's known in the trade as "Sales Figures"
