In an effort to expand its non-food website Tesco Direct is set to launch a new 1,000-page supporting catalogue, which will add approximately 2,000 extra products to its existing 184-page version.
The catalogue is expected to be five times bigger than the existing one and should reach stores in March.
Included will be most of Tesco’s non-food online offerings with 10,000 non-food lines to its range, a figure that is expected to reach 16,000 lines as the company challenges Argos head on.
Items available on the Tesco Direct website already range from car parts to equestrian gear including horse blankets and bridles along with more conventional products such as computers, home electricals, furniture, toys, and baby products.
Even with very little marketing research carried out for its non-food products since its launch last autumn, the company is already receiving 1 million visits to the site on a weekly basis.
Tesco aims to take control of the non-food sector as it as done in the food sector, where it controls about one-third of the grocery market.
Tesco will not disclose separate sales figures for Tesco Direct. However, after the Christmas period it said that sales at Tesco.com, which incorporates the online grocery site as well as Tesco Direct, rose by more than 30 per cent to reach a profit of £150 million in the six weeks leading to January 6.
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