Tesco sets out to educate consumers

04 April, 2008

Tesco is trialling new merchandising in 200 of its stores this spring to encourage customers to think more about food and wine matching.

The Great With ... concept sees fixtures†introduced to the wine aisle housing wines under specific food categories such as fish, chicken and pasta.

The concept is being trialled during the retailer's Spring Wine Festival from March 26 to April 22 and is designed to make shopping "easy and educational" for customers.

Ann Marie Bostock, Tesco BWS business planning manager, said: "We are always looking to push boundaries†and find new ways to excite†and educate our customers in the†wine aisles.

"These trials form part of our long -term strategy to sell our wines in an inventive and educational way, encouraging our customers to make informed wine purchases based on a thirst for knowledge rather than always seeking out the lowest price."

Tesco is also joining forces with Gallo,†Hatch Mansfield, Yvon Mau, HwCg†and LVMH during the festival to†trial

branded in-store fixtures and†tasting events.

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