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Retail war heats up with duelling ‘Extra’ campaigns

Ek-chai Distribution Centre, the local operator of Tesco Lotus hypermarkets, changed the sign at the Rama IV branch to read Tesco Lotus Extra on Tuesday evening, while arch-rival Big C Supercenter, the Thai unit of France’s Groupe Casino, put up a Big C Extra sign at the former Carrefour Lat Phrao only hours earlier.

The hypermarket giants both adding the word ‘extra’ to their signs marks the second round in the battle between the UK-based Tesco Group and Casino, the French retailer that took over 42 Carrefour stores late last year.

Both hypermarket players plan to pioneer their Extra concept stores in Thailand.

A Bangkok Post survey could find no readily evident changes inside either store that would justify the Extra tag.

A Big C source said the company was working to change its merchandising inside the Lat Phrao branch.

Big C Extra is a new concept for both Big C and Casino. The concept will be applied to some former Carrefour outlets at premium locations.

Source: Bangkok Post

ThaiVest Editorial Team