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...