‘However you do Christmas, you’re welcome at Tesco’ – L.A.D Data Strategy

MediaCom / Tesco


In 2018, Tesco pioneered a revolutionary data strategy to prevent trade out of shoppers built on three core data signals: Location, Audience and Dynamic, or L.A.D. for short. L.A.D. would help shoppers feel that “however they did Christmas, they would be welcome at Tesco” and deliver greater relevance (+20ppts), consideration (+5%) and contribute to Tesco’s best Christmas since 2009 (+2.6%)

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