As the supermarket sought to conpete on a broad range of fronts, senior management had to think about how to unify the eclectic nature of its offerings. An important criterion for developing any new service is whether or not the clubcard is compatible both for reward and data management purposes. Elsewhere, the Tesco branding used on certain food ranges has been extended into non-food items. For example, the finest range, used to demarcate premium food, has been also employed on jumpers and tableware. Tesco’s finest range now extends to over one thousand product lines.