Tesco, the supermarket giant recently introduced Tesco Gold Exchange which is a cash-for-gold service. It allows consumers to exchange their unused gold for cash. Tesco is offering £7.81 per gram of 9ct gold, reports suggest. The exchange value it claims is more than some of the competing retailers in the market, reports say. %% Cash-for-gold is fast catching up as a service offered by retailers to attract consumers, with consumers ready to exchange unused gold lured by the high gold prices - in November’10 it touched a record high of $1,424 per ounce and is still at $1,407.96. %% Tesco’s cash-for-gold is accessible on its website and 15 of its 2,482 stores, as it is implementing this service on a trial basis to make the ‘process transparent and easy to understand for customers’, reports suggest.