The food and grocery industry publication Natural~Specialty Foods Memo has a 'Retail Marketing and Public Relations Memo' to Tesco's Fresh & Easy Neighborhood Market senior management in today's issue.
The "memo," titled: "Retail Marketing and Public Relations Memo: What Tesco's Fresh & Easy Neighborhood Market Should Be Doing Now," talks about the current new store opening "pause" which we reported here on Saturday.
In the piece, the publication discusses the marketing, public relations and overall implications of the announcement as part of an total retail strategy. The piece also suggests Tesco's Fresh & Easy Neighborhood Market should have prepared for the mostly negative press reports which started coming out yesterday and today in numerous U.S. newspaper business sections, such as the Los Angeles Times, San Francisco Chronicle, Associated Press news service and others.
Natural~Specialty Foods Memo offers Fresh & Easy a strategic blueprint of how it could have prepared a strategic operations and media marketing strategy before posting the "pause" announcement in its corporate blog, including suggestions for how to not only deal with but also get on top of the news cycle. The piece also says any marketing and public relations strategy must be real and integrated with overall operations.
In fact, the marketing and public relations strategies would be good for Fresh & Easy anytime. But they are especially important now, as it appears to us the retailer wasn't prepared for the mostly negative media coverage it's getting over the new store opening moratorium, along with the reports from analysts like us and others about the small-format, convenience-oriented grocery stores' sales underperformance to date, which these newspaper business section reporters and editors are including in their stories.
Lastly, the piece says "it's not too late" for Tesco to employ these strategies, if "Fresh & Easy senior management can be a fast-moving and nimble team."
Read the 'Retail Marketing and Public Relations Memo' to Tesco's Fresh & Easy Neighborhood Market from Natural~Specialty Foods Memo here.