Tesco Ireland signs ESA for fifth consecutive year

by Sam Matthews, Brand Republic 23-May-05

LONDON – ESA, the retail and trade research company, has retained the Tesco Ireland customer service account for a fifth consecutive year.

ESA has been tasked with research projects that include traditional mystery shopping across Tesco's 89 Ireland stores as well as ESA's customer and competitor 'Question Time' forums.

The forums will involve several in-depth interviews with Tesco customers and staff, as well as customers who shop with local competitors to aid future Tesco store layouts and new openings.

Patrick Moroney, customer operations manager for Tesco, said breaking into the Irish market has been enhanced by focusing on what consumers want and delivering it.

"ESA's innovative approach to research has provided us with relevant, meaningful findings from day one," he said.

Jamie Thorpe, ESA's client service director, said: "The use of multiple research methodologies to gain a clearer picture of what its customers want has enabled Tesco to grow year-on-year in an incredibly competitive marketplace."

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