Some 40% of Tesco online customers are using the Cheaper Alternatives feature, the site's marketing director has told The Grocer
The option, launched last September, suggests cheaper own-label products or rival brands when consumers pick more expensive brands or premium own label. Ian Crook, Tesco online marketing director, said 40% of customers were regularly using the feature.
"Once a shopper chooses a cheaper alternative, it's added to their favourites and goes on their shopping list," he said. "This makes it easier to buy the cheaper item week-in, week-out, and has helped many customers spend less."