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Tesco reveals 40% of online customers using Cheaper Alternatives

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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."
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