Non-food
It’s been a challenging year for
non-food as consumers around
the globe have been hit by the
economic downturn and are
cutting back on non-essential
purchases – but by keeping our
prices low, improving our offer in
key categories like electricals and
clothing and giving customers more
choice about how they shop, such
as through Tesco Direct – we have
outperformed the market.
Across the non-food market, customers have been cutting back on non-essential purchases. But they have been buying when they see real value and, as a consequence, we have increased our market share as customers appreciate the convenience of buying non-food from Tesco and the value that we offer.
We’ve been adding new ranges with lower price-points and extending ranges that consumers see as essentials and we’ve seen real success on own-brand products such as Technika in electricals and Cherokee and F+F in our clothing offer.
Our online catalogue non-food offer, Tesco Direct, has been very popular and we have seen strong growth with our latest spring/summer range which included 1,500 price cuts compared to our autumn/ winter catalogue. With the benefit of high footfall, great value ranges and the option to shop in store or online, we are well-placed to continue to grow both sales and market share in a difficult market.
Richard Brasher Commercial and Marketing Director
Board of Directors
Non-food remains an important part of our strategy and we continue to grow both sales and market share.
In our experience, customers will buy where they see value. To help customers we have been making changes to our ranges and cutting prices. For example, in the UK sales of our Technika own-brand televisions have been very strong as customers trade away from big brands and we now have a 10% share of the television market. We’ve also been promoting our slow cooking appliances as customers have been buying cheaper cuts of meat and cooking from scratch – half of all slow cookers bought in the run-up to Christmas were sold in Tesco.
own report
Customise your own PDF version of 2009 Annual Report and Financial Statements
