W&Co was appointed to create a new style of signage for one of the UK's largest retailers and best known supermarkets, Sainsbury's. This commenced with the prestigious Eco friendly store near the Millennium Dome in Greenwich. The store opened in August 1999 complete with W&Co's newly designed point of sale which was installed by our own installation teams.
Subsequently W&Co efficiently handled production and installation of point of sale items for many 'mini roll-outs' for specific products, including: organics, pasta, detergents and bread. This required a great deal of organisation to produce, collate, pack and deliver to all the stores throughout the United Kingdom.
After a year of trials, mini roll-outs, design and development on point of sale signage for Sainsbury's, W&Co completed a further 6 Month Rollout for over 250 stores across the United Kingdom. During this period W&Co co-ordinated this large scale project efficiently and effectively, giving a new internal look to Sainsbury's stores all across the country, helping customers to navigate stores with greater ease.
W&Co. developed a new point of sale format for Sainsbury's to provide a consistent one-stop solution. The choice of blue as a background colour, combined with the familiar Sainsbury's orange, has introduced a new and fresh vitality.
Iain Ellwood, strategic director at brand innovation consultancy Cobalt, after his recent visit to the Cromwell Road store said,"...the navigation and promotional signage are excellent..." W&Co. was tasked with bringing clarity, immediacy and qualitivaty to the signposting and are described by Anthea Nicholson-Cole, the then Head of Design at Sainsbury's, as '...a breath of fresh air...'. Indeed, Sainsbury's chief executive at the time, Sir Peter Davis, identified that where stores have been refurbished, sales had soared 7.1% and commented, "...it does seem that spending money works!"
W&Co's major roll-out of navigational Point of Sale signage for Sainsbury's lasted over two years.