If the key to Tesco's success were imperial pricing, then all supermarkets
would be doing it, but they don't..
Tesco are growing the fastest, others are in slow growth or in decline
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.
However the scales available to customers give the customer the choice to
choose imperial or metric.
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.
As a regular Tesco customer I cannot agree here.
Even prepacked goods show the imperial amount as well as the metric amount.
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.
I have noticed that Asda show very little Imperial also. They also appear
fairly empty and I don't shop there anymore.
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.
Last time I went to morrison/safeway was a few months ago.
I saw imperial mainly at the delicatessen.
Sainsbury have done the same on TV recently.
Sainsbury is run by a EU-phile
Anyway - I have to pop out for something Tesco DEFINITELY do in metric - a
bottle of wine!!!
;-)
