Tesco is rebranding its “reduced to clear” sections where discounted yellow sticker items are found.
The grocer is overhauling the yellow sticker sections to make discount food easier to find in stores, particularly as customers seek value amid cost-of-living.
A YouGov survey, commissioned by Tesco, found that 69% of customers are actively looking for discounted items and 33% are doing this more often.
The new sections will be called “reduced in price – just as nice” and will be in 100 stores by Christmas, then extended to more stores throughout 2023.
Tesco said it aims to encourage more people to buy its yellow sticker items – as a third of shoppers said they’d pick these more if the section looked nicer.
“We want customers to spend less at Tesco, and our ‘reduced in price’ sections in stores now offer the reassurance that these products are just as nice and are another reminder there’s great value to be found on every aisle at Tesco,” chief customer officer Alessandra Bellini said.
Tesco said meat was the most popular item in its reduced-to-clear sections, followed by ready meals, vegetables and desserts.
Yellow sticker reductions are most popular in the east of England, with 75% of customers looking out for them when shopping.
This is closely followed by Wales (74%) and the South of England (72%).
Source: Retail Gazette