Tesco Selects ChoiceStream to Enhance Online Shopping Experience For Customers

Cambridge, MA – November 11, 2008 — ChoiceStream, a leading provider of personalization services for e-retail, entertainment, TV and mobile brands, today announced that Tesco Direct, has selected ChoiceStream RealRelevanceTM as a solution to enhance its customers’ online shopping experience.

ChoiceStream’s fully-hosted software-as-a-service (SaaS) solution will initially be deployed to replace and enhance Tesco Direct’s manually-generated recommendations on the web with automated, personalized recommendations on product detail and shopping cart pages. ChoiceStream RealRelevance leverages available data and applies a variety of algorithmic techniques based on the company’s years of experience to deliver the best recommendations possible for each user.

Tesco Direct is evaluating ways to implement ChoiceStream recommendations to increase customer satisfaction. Additionally, Tesco Direct will look to reduce costs by replacing the company’s time-consuming, manual recommendation process with ChoiceStream’s automated, hosted SaaS solution.

“As one of the largest retailers in the world, Tesco must provide customers with a unique shopping experience and differentiate its services to remain competitive,” said Toffer Winslow, ChoiceStream’s EVP of Sales and Marketing. “Implementing ChoiceStream’s RealRelevance Recommendations across their inventory would allow Tesco to market specific products directly to the customers who want and need them, increasing customer satisfaction. And, because we host the solution for them, Tesco can reduce operation expenditures and use those resources to grow other areas of their business.”

Jason Merron, Senior Operations Development Manager at Tesco Direct comments: “We were impressed with ChoiceStream’s creative and innovative solutions and we are excited to be working with them on this project. We look forward to a successful partnership.” For more information on how RealRelevance Recommendations can create measurable results for online retailers, visit our web site today.

About ChoiceStream, Inc.

ChoiceStream is the premier personalization service provider for the world’s largest e-retail, entertainment, TV and mobile brands, including Overstock.com, Comcast, Borders, Blockbuster, AT&T, and Yahoo!, Recently named the company with the “deepest experience” and the “largest and longest-standing of the ‘pure-play’ personalization engines” by a leading independent research firm, ChoiceStream enables customers to put the right content and products in front of the right people at the right time to maximize the value of every interaction with consumers.

About Tesco

• Tesco is the second largest retailer in the world based on market value;
• Tesco has 440,000 staff and 3,056 stores worldwide and 280,000 staff and 2,184 stores in the UK;
• Tesco operates China, Czech Republic, France, Hungary, Japan, Malaysia, Poland, Republic of Ireland, Slovakia, South Korea, Thailand, Turkey, UK, USA;
• Tesco has become Britain`s biggest discounter* store with the launch of a new range of 350 low cost branded goods;
• Recent awards for Tesco include Environmental Retailer and Off licence retailer of the year at the Retail Industry Awards 2008, and Online Retailer and Favourite Retailer of the year awards at the Grocer Gold Awards 2008.