Day at Tesco

As I previously mentioned, the Muscular Dystrophy Campaign (where I am during my work experience, working with the Press and Communication Team and as Trailblazers' London Ambassador) has been named Tesco Charity of the Year 2009. As such, I also volunteered to be a ‘Tesco Buddy’ and this afternoon I went to my local Tesco to give my support because all the Tesco stores in the Southeast of the country were having a ‘Wild West Weekend’ event day of fundraising.

Sadly, my local Tesco completely did a horrible and shameful job of managing and running the event. Where do I start? Well, firstly when I called up my local Tesco store yesterday to talk to the manager just to introduce myself and find out the agenda of the event, but when I called she was not even there and I ended up talking to another lady who supposedly was knowledgeable of the event. Yet, she had no idea what was happening during the event and when I mentioned that a volunteer from Muscular Dystrophy Campaign is coming to assist, she had no idea who it would be, but when I told her my name she suddenly remembered that was the person’s name. I just took it with a pinch of salt and thought today would be better. However, I was greatly mistaken.

Upon arrival, I was quite surprised that there no sign showing that we were Tesco Charity of the Year 2009, only one small ceiling sign that you could barely read. As the lady on the phone said yesterday, I walked over to the Customer Service desk to let them know I had arrived as one of the staff behind the counter called the lady who was helping with the event, since the manager was not there. 15 minutes later, a lady (the one who I spoke to yesterday) came up to me and I introduced myself; she basically said she wanted me collect money from customers and told me to sit by the main entrance and ‘look pretty.’ So basically the whole time, all I did was collect money.

Furthermore, things I really hated about this event and thought should have happened are as follows:
1) The manager was not even there: First rule of good event management, the manager should always be there during an event

2) There was no signage or visuals in the store: Customers have no idea that we are the charity of the year or who we are

3) There were no special activities during the event for customers to enjoy: We as a charity provide Tesco stores with balloons, stickers, posters, materials etc. for events and as it was ‘Wild West Weekend’ I was expecting my local store to have all that as well as activities for all like country music and lime dancing, but there was none of that

4) Staff were completely oblivious: I was basically left by myself and after half n hour, the lady just came back to give me a box with presents in it for a lucky dip (20p per a gift) and staff didn’t really seem to know what they were doing; through some were wearing cowboy hats

5) There were no auditory PSAs: That’s public service announcements for all non-advertising people out there. There was only one announcement on the PA System 50 minutes after I arrived by this idiot guy who basically said, ‘Dear Customers and Staff…as you can see some of our staff are wearing cowboy hats and outfits today. This is for ‘Wild West Weekend’…’ and that was it, he failed to mention that it for Muscular Dystrophy Campaign and what it was about. What should of happened is that someone should have made a PSA every 15 minutes, since the average customer is only in the store for about that long

6) There was nowhere for customers to donate money when they wanted: Despite each checkout point having a collection box, it was quite hidden away from customers and cashiers never mentioned it. For example, as I was leaving to go home after I’d given the lady my collection box, one 80-something sweet little lady followed me back to my vehicle to give me a donation, but I told her that I’d already given back the box and my Dad added she could make her donation in the collection box at every cashier; she then said she didn’t know where it was, so my wonderful Dad stopped traffic to help walk her back to the store to make her valuable donation. What should happened is A) the collection box at each checkout should be more visible, B) each cashier should ask customers at the end of each purchase if they would like to make an donation for their charity of the year and have a coupon like notepad where they could just scan it to add £1 to their purchase as most people use credit not cash and C) they should be a large collection box with large signage in the main entrance for customers to donate what they like when they like

7) Some customers were quite obnoxious: One lady came up to me and was looking for change to put in my collection box and as she put coins into the box, I thanked her very much and she quite patronisingly said to me, ‘It’s okay, it must be quite hard for you…’ looking at me with pity; as I just bit my tongue and took her money, remembering I was representing our organisation, but swore internally when she was gone. Another scenario that happened was after I gave this guy’s grandkids some free stickers, they put a few coins in the collection box and got some presents from the lucky dip, the man goes, ‘Oh, you don’t get anything for nothing…’ and walked off while he smiled at me, as I smiled back and said thank you to him. Though some people were really nice, especially the kids and elderly who were so cute; one guy came up to me and said that he’d be right back from getting some coins from his car and when he came back, he gave me a whole jar of coins telling me he’d just found it under the stairs of the new house he’d just moved in to. So it pays to be nice

8) The event was utterly rubbish in the way it was organised and run: My local Tesco store did an absolute bad job of the event. I have a keen interest in event management too, and as an advertising student I think could have created a much better event. What should have happened at this event is Tesco should have A) had a marketing plan, B) advertise it in the local media, C) set up activities and visuals in the store for the event, D) invite local media to the event, E) have a manager on site during the actual event who can supervise everything, F) train staff to better participate in the event, G) have PSAs every 15 minutes during the event, H) incise customers to participate in activities during the event and to make a contribution, I) enjoy the event and J) get feedback from customers and staff how to better future events

And 9) This year is quite unlucky for us to be charity of the year: This year it really is a very bad time for the Muscular Dystrophy Campaign to named Tesco Charity of the Year 2009 because of the credit crunch and all. People are losing their jobs and really don’t have much money to give away to charities, even if they do people are becoming quite stingy. Through, there are still lots of kind people out there who will always help others

That’s about it. There are just so many things I would have done better for this event instead of making it so bullocks! I just hope that future events at Tesco stores across the country can be fixed to produce a better outcome and keep our good reputation intact…