Tesco boss Sir Terry Leahy has delivered a high street "Sermon on the Mount" and revealed the creed that has made his supermarket chain the UK's biggest retailer.
Speaking to an audience of 3000 at a conference in Liverpool the UK's high priest of retailing said that Tesco was founded on two basic principles.
Sir Terry, a Roman Catholic, addressed "The Liverpool Summit " and outlined Tesco's core values which some listeners said appeared to be borrowed from the New Testament.
Sir Terry said: "Our two core value are aimed at creating benefits for customers.
"The first is to treat people as we like to be treated.
"The second is that no one should try harder for their customers than Tesco.
"The first is simply about respect and the second about service.
"Think about that for a moment, those simple sentences, they are not about products or how we sell or making a statement about product cat or customer categories.
"They are not about gauging our success in comparison with competition.
"It's not saying success is a certain percentage growth or anything else.
"Instead it focuses on what is important - people in retail and our customers."
But Sir Terry also provoked a storm by suggesting that his latest internet gimmick can help shoppers beat the Credit Crunch.
He told the conference that Tesco's new online service is programmed to offer buyers cheaper alternatives to the most expensive brands.
When ordered a product, www. tesco.com automatically draws-up a list of similar and less expensive alternatives.
And he said that in a further bid to help struggling family's the UK's biggest retailer will take a hit of #100 million by reducing the price tags of both branded and 'Tesco Value' products.
Sir Terry added: "We will stay close to our customers to get through this financial crisis.
"These are worrying and uncertain times, and who knows what the future holds. But as we look ahead, change and innovation are more important than ever."
But the British Retail Consortium (BRC) said that shopping around is the best way to cut costs rather than online offers.
BRC spokesman Richard Dodd said: "Customers should always shop around and now more than ever.
"Retailers are aware of the tough times stemming from the credit squeeze and the competition between stores has never been so fierce.
"Stores are offering better bargains every day to try and get the consumers pound and if you look around there are lots of bargains to be had.
"You can compare prices of products online but the real bargains,offers and deals happen in store.
"None-food goods are discounted very heavily at the moment as people seem to be only purchasing essentials like food and clothing.
"If someone has a bit of spare cash and wants to buy a none essential item like furniture or electrical goods now is the best time to shop around in the stores.
"The internet is a good tool to compare prices but it is very much complimentary to shopping in stores.
"To touch, feel and try the items you need to go to the stores and that is where you will find the best bargains."
Signalling a new battle with discount chains Aldi and Netto and Lidl , Tesco has introduced a new 'discounter-style' range.
Spanning ten product categories, including meat, dairy and household essentials, the range is called 'Discount Brands at Tesco'.
Tesco Commercial Director Richard Brasher said: "Consumers are worried, but they're still spending. They are just more careful. We'll help them to spend a little less without compromising on quality.
"With the new ranges in place, they could in fact could save up to #24 a week on a typical basket of shopping - which in current times could make a very significant difference."
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