Retailers who actively engage with their product offering will create the space and freedom to adapt their range and focus on growth areas, according to Tesco.

The supermarket giant recently cut 18% of products across its retail estate as part of its Reset programme, which it recently extended to Express stores.

The cuts were made following analysis on every product line and have resulted in Tesco being actively engaged with its offering, the company said.

This has lead to more space and the freedom to adapt stores’ layouts more easily. It also increased availability by 14%.

Tesco’s communication business partner for products Rebecca Miller told RN cross merchandising is also now a much greater focus as a result.

“By ranging things closer together there is an increase in customer participation and they are buying more and more frequently,” she said. “It’s also allowed us to really focus on own label and it’s meant we’re only stocking the products customers really want.

“It now informs the way we do business and makes sure we have the right products, at the right price and the right availability. It’s helped us serve our customers better.”

In January, Northampton Premier retailer Jimmy Patel told RN he had grown his store sales by 50% through delisting 400 products.

Spar retailer Thomas Ennis, who owns 12 stores in Dublin, has cut back on grocery lines to be able to increase his fresh food from 50% to 65%.

“We didn’t just go in and take out whole categories, we reduced a mixture of everything we had,” said Mr Ennis. “You have to chop and change and see what works for your customers so it’s a gradual process.”