49 global market Similarly, the heat means that Tesco must build sunshades for vehicles in its car parks. The attitude to parking in Thailand is very relaxed. Shoppers leave the handbrakes off in their cars so other drivers can move their car if needed. It's not unusual to see whole lines of cars being pushed around the car park to enable a shopper to leave the car park. The entire Asian shopping experience is also very different from Tesco in Europe. In Korea, like China, shoppers are used to shopping in wet markets, a chaotic, noisy environment a whole world away from the calm, airy, clear aisles in Tesco, UK. Therefore, Tesco Korea recreates the atmosphere of a wet market. It sells live fish and shellfish. Korean shoppers would have found the supermarket too boring and quiet otherwise. Similarly, Tesco China reflects the range of fresh produce that Chinese shoppers have always sought. In Malaysia many consumers will hang out for a whole day in a shopping mall. Tesco has built an entire mall in this market and leased out other areas to lure local shoppers. There's even one Tesco in Malaysia with a cinema! Cutting prices Analysis of Asian customer data helped Tesco ensure it was reducing prices for products that less affluent shoppers cared about. Price sensitive customers tend to be a larger group in China ( 32%) than the UK ( 25%). This strategy has seen Tesco reduce prices for thousands of products. In comparison, 17% of Korean shoppers, 23% of Malay shoppers and 24% of Thai shoppers are price sensitive. In China, it's crucial that the price is right for a number of particular products. Eggs, for example, are a deal breaker. Analysing data ensures Tesco strikes the right prices. In South Korea, the most price- sensitive products are the fresh produce. In Thailand, the price rollback on thousands of products was the first time the country's supermarket had cut the prices of products customers really cared about, rather than the products they could afford to cut. In Malaysia, Tesco must ensure that its special offers appeal to the three main ethnic groups in the market - Malay, Indian and Chinese - who all tend to shop in different ways.
50 Customer rewards Tesco's loyalty programmes in Asia fundamentally follow the core principles of the Clubcard in the UK, but with a few small changes. In South Korea, the bright red- coloured Familycard has over 10m members. Tesco Homeplus also runs ' Culture Centres', which provide hundreds of activity classes, from cookery to learning a language. Some of Tesco's most redeemed coupons in South Korea give a discount on these 12- week courses. The supermarket is also more likely to use SMS to communicate targeted messages to its customers. In China, the Membercard doesn't just give customers points - they also get better prices on around 24 different items per week. Also, because of the difficulty in ensuring vouchers reach members by post, the reward vouchers are handed out in store instead. Tesco shoppers receive a text letting them know their vouchers are ready to be collected. In Malaysia there are over 20 stores and around 1.6m Clubcard members, as well as a Biz Clubcard for small businesses. Tesco has also recently introduced green Clubcard points, the first market to do so since the UK. Tesco has rewarded over M$ 11.6m ( around £ 2.2m) worth of vouchers to its Malaysian Clubcard members since launching the scheme in 2007. The Malaysian Clubcard programme has recently celebrated its first anniversary with a series of special prize draws to say thank you to customers. Jasahuddin Jaafr won the ' Shop N'Win' contest and its prize of 1m Tesco Clubcard points, worth M$ 10,000 ( around £ 2,000). In an interview with his local newspaper Starmetro, he said he was planning on spending his points on baby and children's products for his young family. Then there was Anvar Abdul, the lucky winner of a new Hyundai Accent car from Tesco. " I'm very lucky to win this car," he told Starmetro. " I like shopping at Tesco because parking is convenient, the prices are reasonable and the store has everything I need under one roof." Happy customers The growth and sales figures for Tesco in Asia speak for themselves and show that Tesco's willingness to adapt its customer offering, while remembering to say thank you, is working. In South Korea, any colour you like as long as it's any colour you like