Tescoâ€™s wine aisle gets a makeoverBy Lucy Shaw
Tesco is revamping the look of its wine aisles based on the results of extensive consumer research.
The research identified consumers as two main types â€“ the â€œengage meâ€ customer, who has an interest in wine and enjoys browsing, and the â€œtell meâ€ customer, who, intimidated by the so-called â€œwall of wineâ€, is looking for guidance.
The new look, which will be rolled out from mid-August, includes featured sections with space for extra product information and areas dedicated to the chainâ€™s â€œFinestâ€ range.
For less confident customers, an in-aisle area will focus on an edited selection of wines, including â€œgreat withâ€, â€œbest sellersâ€ and a selection of favourite wines.
Wine category manager Claire Lorains said: â€œWeâ€™re very excited about these changes and the fact that they have been driven by talking extensively with customers.
â€œBoth our range and strategy have to meet the needs of the two groups in order to grow the wine category overall.
â€œOur significantly updated selection and new layout ensures weâ€™re able to offer interesting and relevant wines, clearly identified, to all our customers, however they like to shop.â€
Tesco has added 150 new lines this summer, including 50 new â€œFinestâ€ wines and a selection of low alcohol wines from Australia.
Senior product development manager Laura Jewell MW said: â€œIâ€™m pleased with the great variety of new wines weâ€™ve introduced and believe these will appeal to our diverse customer base.â€