Tesco to change wine aisle layout

Published: 06 July, 2011

Tesco is changing its wine aisle layout to give savvy shoppers more information, while offering less confident customers extra guidance using tag-lines "great wine chosen by Tesco" and "best sellers".

The supermarket announced the changes at its supplier conference earlier today, after commissioning consumer research which identified consumers as fitting into two categories. The survey showed customers either enjoy browsing the wine aisle and are more interested in wine - the 'Engage Me' customer; and shoppers who want more guidance, the 'Tell Me' customer.

At its summer tasting yesterday, the grocer introduced 150 new lines to the wine category. The new range will be merchandised using separate areas modelled on the customer feedback. Individual wines will be showcased in featured sections which will have space for extra product information, and specific areas will be dedicated to the Finest range. For less confident customers, an in-aisle area will focus on an edited selection of wines, including "great with", "best sellers" and a selection of favourite wines.

The Finest range is being extended to include Californinan wines, an Australian selection including Boranup Sauvignon Semillon, and Italian Falanghina. It will also introduce a selection of lower alcohol wines from Australia at 5.5%.

The updated range and layout will appear in stores from mid August.

Wine category manager Claire Lorains said: "We are very excited about these changes and the fact that they have been driven by talking extensively with customers.

"Both our range and strategy have to meet the needs of the two groups in order to grow the wine category overall. Our significantly updated selection and new in-store layout ensures we are able to offer interesting and relevant wines, clearly identified, to all our customers no matter how they prefer to shop."

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