Tesco sets up dedicated in-store zone for Apple

LONDON - Tesco has handed Apple a standalone area in one of its stores in a tie-up that marks the first time the supermarket has dedicated a specific zone to a single non-food brand.

The supermarket is trialling the concept in its key Milton Keynes store and, if successful, it will be rolled out to other Tesco Extra stores nationwide.

The area will not be operated as a concession, but will stock Apple computers and accessories, as well as smaller items such as iPods.

The products will be promoted with Apple POS displays and a Tesco door-drop and poster campaign in the Milton Keynes area.

The venture builds on Apple's strategy of opening dedicated retail outlets and follows its announcement that it is to expand its retail operations.

It plans to add a further 40 stores worldwide over the next year. It currently has 135 outlets.

Non-food has become increasingly important for Tesco. Late last year it announced it would be rolling out a 30,000ft2 mezzanine format for its biggest Tesco Extra stores, with one level dedicated to non-food.

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