Sainsbury's: In-Store Value Communication

Sainsbury’s ‘value point-of-sale’ simply wasn’t standing out. As a result, Sainsbury’s weren’t getting credit for the value they offered their customers.

Sainsbury's: In-Store Value Communication

Point of sale

Lambie-Nairn

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...

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