I have recently been working with my Higher Business Management class on Marketing and one of the areas we have been looking at is brand loyalty. A few months ago, I noticed that the staff in Tescos have started to wear badges which not only included their name, but also a phrase "I like...." followed by something like socialising, football, dancing etc. as well as a picture and when they joined the team.
On the way home tonight, I stopped at Tescos and on the way through the checkout, I couldn't help ask the assistant what the purpose of the badge was. She seemed somewhat shocked that I asked which was ironic considering the purpose is to give the customer some information with which to engage the assistant in conversation. She told me that during her induction training, she was asked to name something she liked doing and a picture which represented her. She went for "I like socialising" and a picture of a musical note as she likes music.
Does it make me more loyal to the Tesco brand? Probably not but it was nice to have some sort of human interaction during the shopping experience rather than the faceless nature of using the self-service machines which seem to be cropping up in all supermarkets.
Would knowing a person's name and interests encourage you to use the same supermarket?
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