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Adams: Our focus on customers led to a steadily improving

          Adams: Our focus on customers led to a steadily improving
                   performance as we went through the year
Tesco PLC today released its 2013/14 Group results. In Turkey Kipa continued to improve the shopping experience for customers, which is reflected in strengthening performance throughout the year.
Kipa continued to innovate for customers by introducing its grocery home shopping service, Kipa Kapımda and its paperless Clubcard scheme.
Our focus on fresh food is also being noticed by customers who have been able to enjoynew Kipa branded products, backed up with our unique Satisfaction Guarantee and lower prices thanks to our 1TL and rollback campaign. 
Kipa CEO Jeff Adams said:
“Last year, we focused on building our multichannel offer by introducing grocery home shopping and paperless Clubcard, which makes it easy for customers to collect and manage reward points. We continued to offer great value through our price campaigns such as I TL and RollBack and our focus on customers led to a steadily improving performance as we went through the year and ended the year with positive LfL.

Multichannel shopping
· Our online grocery home shopping service, Kipa Kapımda, which offers
12,000 products to customers in İzmir, has been wellreceived by customers. The service includes state of the art technology such as our advanced delivery trucks that keep food fresher for longer.
· We launched our “paperless Clubcard” scheme, making it easier for
customers to collect points and benefit from loyalty awards through our website and app.· We have completed the refits for general merchandise and electronics in Çiğli, Bornova Forum, Balçova and Kurtköy.

Quality food 

· We took customer rights one step further with our ‘Kipa Satisfaction
Guarantee Policy’ where we enable customers to receive fullreimbursement for
Kipa own label productsif they are not completely satisfied.
· We introduced our own brand Mandıra Yogurt, Kefir, Ayran (Buttermilk) and
Turkish mezzes (tapas), which enabled our customers to find their favourite local tastes in Kipa.
· We refreshed the fruit and vegetable sections in 16 of our stores to bring improved range and quality to our customers.

Kipa as an employer in Market
· We won in three key categories - ‘The Business Providing Largest
Employment’, ‘The Business Providing Largest Female Employment’ and ‘The
Business Organizing Most On-the-Job Training’ - in awards organised by the
Turkish Employment Agency (İŞKUR) . Last year, we provided 220,000 hours
of training to colleagues, and grew the number of female leaders in the business by 30%.

Kipa and Society
· Kipa has created education and employment opportunities for 1.5 million
youngsters in 2013/2014, almost three times as much as we had to committed to do.
· Following a successful trial of the Kipa “WellBeing programme”, which is
jointly run with TEGV, we are now ready to roll it out to 160,000 children. The
programme educates children between the ages of 7 and 13 on adopting healthy eating and exercising habits to fight obesity.
· Through the “Give Life with Kipa” Programme, Kipa has raised more than
300,000 TL towards a modern blood donation bus for Turkish Red Crescent to
support the Aegean region’s blood donation programme.

Notes to Editors
· Access the Tesco PLC Group Press Release at