Tesco has expanded its ‘reduced in price, just as nice’ signage to 300 more stores, facilitating the discovery of discounted products.
- The initiative, originally launched last October, is part of Tesco’s efforts to reduce food waste and make value foods more accessible.
- The signage highlights fresh produce nearing expiry and end-of-season items, helping customers find quality discounts easily.
- Claire Lorains, Tesco’s group quality director, emphasises the importance of reducing food waste and offering great value to customers.
- The signage rebranding was driven by customer feedback, suggesting more appealing displays for discounted products improve purchase likelihood.
Tesco has recently extended its ‘reduced in price, just as nice’ signage to an additional 300 supermarkets. This move aims to simplify the identification of discounted products, thereby supporting shoppers in their quest for budget-friendly options. Initiated last October, this strategy is part of the retailer’s broader commitment to reducing food waste and addressing consumer demand for economically priced goods.
The signage focuses on fresh produce approaching its sell-by date and seasonal items, aiming to ensure these products are utilised rather than wasted. By highlighting such items, Tesco offers customers the chance to purchase them at reduced rates without compromising on quality.
Claire Lorains, who is the group quality, technical, and sustainability director at Tesco, articulated the company’s strong stance against food waste, stating, “At Tesco we have no time for food waste and we do everything we can to reduce it.” She emphasised that customers are keen on finding great value, and the new signage greatly aids in locating high-quality bargains.
This initiative was in part inspired by a survey that indicated customers would be more inclined to purchase discounted items if the presentation of these products within the stores was more inviting. Tesco’s response was a rebranding effort to make these sections more attractive to enhance customer purchasing behaviour.
Expanding these signs aligns with Tesco’s commitment to reducing food waste and enhancing customer value through strategic presentation of discounted goods.
