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Tesco has upgraded its website Tesco.com to enable shoppers to buy children's back-to-school clothes online as part of a fresh push into the clothing sector.
The retailer has been showcasing its clothing range on the site since April last year, but consumers could not buy it online.
Tesco is now using the upgraded site, which was developed in conjunction with WARL Evolution, to trial sales of its children's clothes from mid-July until the start of the autumn school term. If successful, the system will be rolled out to cover the rest of its clothing range.
Tesco is also looking at ways of expanding its clothing email database via affiliate programmes. It is currently in discussions with website pigsback.com about becomingan affiliate partner. It already has details of about 150,000 consumers.
The existing website features the entire Tesco clothing offering, including its Florence + Fred and Chcrokee ranges, with a store finder indicating where each range is available. The site uses a simple data-capture mechanism that emails customers a newsletter about the clothing range.
The move is part of Tesco's aim to build market share for Tesco.com and boost its position in the clothing market. In May, the retailer overtook Asda to become the UK's second-biggest clothing retailer in terms of volume, according to TNS. Marks & Spencer isnumber one.
Last year Tesco chief executive Sir Terry Leahy hired former Allders chief executive Terry Green to head the retailer's clothing division. Last month Tesco announced a steady start to the year with 4.5% rise in like-for-like sales for the 13 weeks to 27 May.
Discount School Supply Coupon
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