Tesco Lotus plans marketing push to bolster sluggish sales

Tesco Lotus plans a major marketing push for the remainder of this year as it tries to boost sluggish sales.

A core plank of the plan is a four-day Tesco Lotus Expo to be held at Impact Muang Thong Thani from November 9-12, the first time the retailer has sold products outside its store network.

Chief commercial officer of Tesco Lotus parent Ek-Chai Distribution System, Sompong Rungnirattisai, says cautious spending by Thais in the first half of the year had seen the frequency of visits decline from an average of twice a month to monthly. The average check has dropped “sharply” he told the Bangkok Post, especially in the provinces where farmers were experiencing lower returns.

But he is confident shopper sentiment will improve in coming months with the advent of the festive season.

The Tesco Lotus Expo will feature manufacturers and producers ranging from multinational companies to One Tambon Product vendors, supplying goods from foods through to apparel and appliances. The company hopes to attract 150,000 shoppers.

Meanwhile, Tesco Lotus will roll out price discounts across its 1900 stores nationwide, in all formats, including online.