Fresh & Easy Observations: Going Against The Grain

Herb Sorenson, global scientific director of shopper insights for TNS North America, Chicago, said Tesco's U.S. stores are like a Trader Joe's with Wal-Mart prices. They look very functional, with the focus clearly on shoppers. The stores are in very spiffy condition, and when the customer walks in, it's clear these are cut-price supermarkets, not expanded convenience stores. Sorenson said he likes

Herb Sorenson, global scientific director of shopper insights for TNS North America, Chicago, said Tesco's U.S. stores are like “a Trader Joe's with Wal-Mart prices. They look very functional, with the focus clearly on shoppers.

“The stores are in very spiffy condition, and when the customer walks in, it's clear these are cut-price supermarkets, not expanded convenience stores.”

Sorenson said he likes the size of the shopping carts, which are about one-third that of a normal s

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