Tesco is looking to produce greater sales with a new Apple (Computer) Zone department in 12 stores, according to The Sunday Times.
The U.K. grocery leader is adding the new departments following an earlier test at a store in Milton Keynes, Buckinghamshire, England. The initial site dedicated 120-foot area to the department. It was the first time, according to The Scotsman, Tesco had ever dedicated a section of a store to a single non-foods brand line.
When the initial test was announced, it surprised many who saw it as unusual that a discounter such as Tesco would carry a manufacturer's line that holds to its retail sales price as tenaciously as Apple.
Tesco has made plain its intent to become as big on the nonfoods side of the business as it is in grocery. The chain recently remodeled home-entertainment departments within its stores to include interactive units that allow customers to test-drive products before buying.
Matt Leeser, a Tesco spokesperson, told The Sunday Times, "Tesco is leading the way in this arena, offering a concept that allows customers to interact with the latest technology."
Discussion Questions: Would Apple Zone-like departments work in U.S. grocery stores? Do you see a current American supermarket chain with the right image to pull off something similar to what Tesco is doing with Apple Computer?