Tesco trials new non-food approach
Thu, 25 Nov 2010 | By
Rosie Baker
Tesco will look to increasingly integrate catalogue business Tesco Direct into stores as part of a new approach to non-food.
The supermarket is also rethinking how it displays non-food ranges to improve its credentials as a technology, fashion and health and beauty retailer.
It is trialling a number of new initiatives at its revamped Wembley Extra store, which opened this week (22 November) that could roll out across the business if they prove successful.
Richard Brasher, Tesco’s trading director says: “You have to have something different in your stores to set yourself apart from the competition.”
Brasher will take over as CEO of the UK business when Sir Terry Leahy steps down in 2011.
Brasher says that Tesco has looked at how to lay the store out differently to give more space to displaying non-food products and complement it by offering the Tesco Direct click and collect service via in-store kiosks.
