Tesco is taking category management into another dimension by using Clubcard data to develop store specific planograms across the estate, revealed Tesco IT and logistics director Philip Clarke. "All our ranges will be store or customer profile specific by the end of 2003. This will mean major changes in our supply chain as products won't necessarily be in national distribution anymore." While Tesco has been using Clubcard data to inform ranging for some time, this takes it to a new level of detail, said Clarke. Informally, store managers have been adapting planograms to suit local requirements for years. However, now the process will be automated by using hard data from Clubcard. Tesco is also increasingly using data from Tesco.com to inform ranging decisions at a local level, he added. While out of stocks at the site helped expose weaknesses in the supply chain, they were also an invaluable tool for getting to know customers. Crucially, an online shopping service revealed exactly what consumers wanted. In a bricks and mortar store, a retailer had no way of knowing which products the customer intended to buy, whether substitutions were made, or indeed how many sales were lost because products were not available, said Clarke. {{NEWS }}

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