After months of speculation, following Tesco’s announcement in February it would be launching a separate discount store, the grocer has finally allowed The Retail Gazette to lay eyes on its new entity.
A launch event was held in the small Cambridgeshire town of Chatteris this morning, where a team of Tesco seniors including chief executive Dave Lewis presented Jack’s to a group of journalists.
Named after Tesco’s founder Jack Cohen, Jack’s is a discount store aimed at breaking into the disruptive market currently dominated by the German discounters Aldi and Lidl.
Tesco will open two Jack’s stores tomorrow, one in Chatteris, another in Immingham.
The new Jack’s fascia is also Tesco’s new value brand, 1800 of the 2600 products will be part of the Jack’s brand.
The other 700 items will be branded, where their were no supply capabilities available or having a known brand was especially important.
8 out of 10 items will be “Grown, Reared or Made” in the UK.
It will include a “When it’s Gone it’s Gone” (WIGIG) isle, selling no food items that change every 4 weeks much like Aldi and Lidl.
A “Shopsmart” app will be available to scan the barcodes of items, and is already available to download.
Jack’s branding places a particular emphasis on Tesco’s rich heritage, and has launched as part of the grocer’s 100-year celebrations.
It’s focus on legacy, so far a key part of its marketing, is also an effort to differentiate between its rivals Aldi and Lidl, both relatively new in this country.
Another key focus, aside from being the “best deal in town” is its use of British suppliers. All items will be present information clearly on their packaging explaining where they have been sourced.
Jack’s will source from suppliers which already have a relationship with Tesco, and the range has been “highly curated” in order to keep prices as low as possible. Tesco has just under four times as many items available.
