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Tesco partnership will broaden Homebase’s appeal, says GlobalData

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Following reports that Homebase is to launch in Tesco stores:

Kate Ormrod, Principal Retail Analyst at GlobalData, a leading data and analytics company, offers her view on this news:

“With 73% of Homebase DIY shoppers buying food & grocery from Tesco*, the deal will bring greater convenience for Homebase’s existing shoppers, while also opening it up to a new customer base – and making it more appealing to lapsed female shoppers. The deal emulates that of B&Q and ASDA, and given the consumer spend shift to food & groceries amid the rising cost of living, the concession partnership will ensure Homebase is in the right place as footfall at non-essential retailers suffers.

Having freed up space by axing entertainment products such as CDs and DVDs from its instore proposition, Tesco is making a bigger play for home, making its offer more well-rounded. Doing so by partnering with home-related specialists, including AO, is an apt strategy, giving shoppers the expertise it is not best-placed to provide and cementing stores’ destination appeal.”

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