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In the UK, according to published reports, leading grocer Tesco is offering shoppers in some London stores a free ride home after shopping.

All consumers have to do is show a receipt from that day’s shopping at Tesco to a taxi from one of several companies, and they will be driven home within a limited distance. The program is being tested for the next month or so before being rolled out nationally.

The initiative is part of the ongoing battle for market share taking place between Tesco and the Wal-Mart-owned Asda Group, in which both sides are sparing no expense in fighting for an advantage.
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