Brief:
Review all in-store communication to determine effectiveness and reduce
current complexity. Develop communication and navigation to improve
customer awareness of offers and to enable customers to easily locate
products. The results must be capable of being implemented by store
colleagues across the chain.

Scope:
A team consisting of both internal and external skills was assembled to
review the current approach, with store colleagues and customers
interviewed to determine the requirements. Focus groups and
accompanied shops were held to determine actions as well as opinions.
A need was identified to:

• Improve the visibility of all the offers in fresh and grocery
• Develop a brand approach to permanent value offers as well as the
  clearance areas and to flag the introduction of new lines
• Improve navigation of the store and promote all the departments
  and ranges

Result:

• The stores were zoned to aid navigation, with categories defined by
  word, colour and photography to ensure clarity of communication
• Offer designs were standardised and displayed in the direction of travel
  to increase awareness
• There has been very positive customer and colleague feedback and the
  roll out will be completed by October 2003