![]() ![]() Photograph: Neil Hall/Reutersīut the idea that choice is bad for us flies in the face of what we’ve been told for decades. Tesco chief executive Dave Lewis is streamlining the supermarket experience. Not just because he recognises that customers are time constrained, but because he realises that increased choice can be bad for you and, worse, result in losses that upset his shareholders. What Lewis is doing to Tesco is revolutionary. Basmati rice next to Indian sauces, tinned tomatoes next to pasta. He has introduced a trial in 50 stores to make it easier and quicker to shop for the ingredients for meals. ![]() Now Lewis is doing something else to make shopping less of an ordeal and thereby, he hopes, reducing Tesco’s calamitous losses. For instance, Tesco used to offer 28 tomato ketchups while in Aldi there is just one in one size Tesco offered 224 kinds of air freshener, Aldi only 12 – which, to my mind, is still at least 11 too many. This was, in part, a response to the growing market shares of Aldi and Lidl, which only offer between 2,000 and 3,000 lines. Earlier this year, he decided to scrap 30,000 of the 90,000 products from Tesco’s shelves. ![]() This comes to mind because Tesco chief executive Dave Lewis seems bent on making shopping in his stores less baffling than it used to be. ![]()
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