47 global market Director: [ in Japanese] Mr Bob- san, you are relaxing in your study. On the table is a bottle of Suntory whiskey. Got it? Look slowly, with feeling, at the camera, and say it gently - say it as if you were speaking to an old friend. Just like Bogie in Casablanca, " Here's looking at you, kid" - Suntory time. Translator: Umm. He want you to turn, looking at camera. OK? Bob: That's all he said? Translator: Yes. Turn to camera Lost in Translation, 2003

48 The three main benefits from customer data outlined in the last section - empowering innovation, mass intimacy and the welcome end of junk mail - are not restricted to the Western world. Even in developing markets, a personalised retail strategy rather than one focused purely on low prices is reaping success. Customer- centricity doesn't have to be restricted to one market - it can be adapted in different countries across the globe. In Asia, Tesco has carefully crafted its commitment to customers to ensure it remains relevant from market to market. Tesco has stores in South Korea, Thailand, China, Japan and Malaysia. In South Korea, Tesco operates under the Homeplus banner and was established through a joint venture with Samsung in 1999. In Thailand, Tesco Lotus is the top retailer in the market, serving 6m customers a week through its 476 stores. Tesco launched in China in 2004 and now serves 3.7m customers a week through its 58 stores. Today, Tesco runs the Clubcard in Malaysia, a ' Familycard' in South Korea, a ' Membercard' programme in China and is testing a loyalty programme in Thailand. ' Every Little Helps', Tesco's shorthand for its promise to customers has been adapted slightly across Asia. In Thailand, for example, Every Little Helps, reads in Thai as ' Rao Sai Jai Khun' or ' We put our heart to serve you'. Innovations trialled in the UK are also being rolled- out internationally as Tesco awards Green Clubcard points in Malaysia and South Korea. In China, the Tesco promise the ' aisles are clear' is replaced with ' Shopping is pleasant and easy'. This is because Tesco's Chinese customers love the ' market' feel - busy shops and aisles with lots of promotions, across its 58 stores, so the original promise is no good. There is also an extra promise, ' I can trust what I buy', which is essential in China. From sunshades to the wet market Some of the ways Tesco has adjusted its offering are clear to see even from the car park. For example, in many of these markets, shoppers are more likely to be on their motorbikes or scooters than in a car, this means they will buy less and shop more frequently. any colour you like as long as it's any colour you like