Sainsbury's: In-Store Value Communication
Point of sale
2. EXECUTIVE SUMMARY
The main objective of the new ‘in-store value communication’ was to change price perceptions about Sainsbury's and by doing so, drive sales in a recession.
Sainsbury's existing ‘value’ point-of-sale did not stand out or achieve cut-through. As a result, Sainsbury's was simply not getting the credit for the ‘value’ it offered to its customers.
The design solution uses a series of design elements that are widely recognised as a way of communicating value. However, these elements are used in a unique combination that is very different from all other in-store point of sale and competitor value executions.
The results have been impressive.
|Increased product sales||Increased sales as a result of the redesign resulted in additional revenue in excess of £ •|
|Sainsbury's original investment for the design paid for itself • times over|
|Increased revenue from suppliers||Revenue from suppliers increased • % in the Health & Beauty category, equating to increased revenue of £ •|
|Increased awareness and satisfaction||Customer awareness and satisfaction of ‘value’ increased across both ‘budget conscious’ and ‘quality conscious’ customer types|
|Changes in perception||Positive changes in ‘Value’ perception were seen as a result of each design refresh, with Sainsbury's overtaking Tesco for the first time|
|Changes in customer behaviour||Though not part of the original brief, significant changes in customer shopping behaviour were seen. The value aisle has since become a shopping ‘destination’ as customers now incorporate the value aisle into their shopping trip and view it as an aisle in its own right|