Going from big, bold and cold, to big bold and homely. Tesco
is unfairly seen as a gigantic retailer with big, cold stores and not the most exciting food offer. In fact, this is not true as products are actually better than the competitors. Tesco is there to help, and the stores offer everything the customer needs under one roof – at reasonable prices. Indeed, Tesco is a big corporation, and the stores are very large, but that will not change anytime soon, so Tesco has to turn that fact into an explainable and ownable advantage to make customers like Tesco for what it is.