Tesco and Morrisons school report: Supermarkets' success in voucher promotions

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

“Are you collecting schools vouchers?” is a question many supermarket shoppers hear from the cashier as they pack their purchases into their bags or hold out their hand for change and the receipt. Voucher schemes to support “good causes” – in this instance help for local schools – have become part of the retailing experience. Whether or not you actually chose to shop in that store because of the promotion, or whether or not you have a relationship with a local school – i.e. as a parent, grandparent or teacher – your response to the cashier might be “Yes please” because if you didn't want the vouchers for yourself you could always hand them over to a friend, relative or neighbor who was enthusiastically collecting them.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.

Citation

(2014), "Tesco and Morrisons school report: Supermarkets' success in voucher promotions", Strategic Direction, Vol. 30 No. 2, pp. 18-20. https://doi.org/10.1108/SD-02-2014-0006