Tesco Lotus has launched a new campaign to boost customer spending on fresh food items in Thailand, with 10-50 per cent discounts on produce.
The Thai arm of the UK-based retailer is investing Thb600m (US$18.5m) in cutting fresh produce prices under its ‘Cheap as Wholesale’ campaign.
“There will be up to 50 per cent price reductions on more than 100 product lines from every fresh-food category, whether meat, seafood, vegetables, fruit or eggs,” Tesco lotus chief commercial officer Sompong Rungnirattisai told Nation Multimedia on 20 March.
The campaign will include print, online, and TV ads as well as social media and in-store activities, with road shows at its hypermarkets, Extra and Talad Lotus stores across the country.
Thailand’s slowing economy and ongoing political instability have affected consumer confidence, with major importers and retailers in Thailand telling Fruitnet last week that consumers are spending cautiously.
'We are confident that the 'Cheap as Wholesale' project will reduce cost-of-living burdens for Thai consumers, as many people are facing reduced income but high household debt,” said Rungnirattisai. “With our network of 1,800 stores in 73 countries, we can make cheap fresh food easily accessible for Thais.'
The campaign follows the recent announcement that Tesco Lotus is establishing a new distribution centre in Thailand’s south to improve distribution and logistics, complementing its existing distribution facilities in Bangkok and the northern city Khon Kaen.
