The calm, refined ambience of Waitrose stores is a major part of their brand, but it can pose a challenge in getting customers through the doors. Once inside, clear signage is needed to navigate through the store.
When Waitrose completely refreshed their brand there was a need to manage this tension: maintain the refinement of the brand, but ensure the customer is drawn in and can easily locate the goods they wish to purchase. Integrity were asked to handle the development of all the internal and external signage of Waitrose’s stores during the refresh. At that time, the Waitrose estate comprised 124 branches, some tucked away in secluded positions, some in conservation areas, all of them posing unique challenges.
Managing needs
To start with we had to ensure the signage was visible enough to draw customers in. We then needed to liaise with tens of planning departments around the country, all of which had different local issues and agendas driven by sensitivities to the environment and architectural heritage. Lastly, we needed to develop a signage system that was consistent across the estate and could be easily applied to each individual store.
We carried out an audit and visibility study of all stores, looking at every aspect, from store information to directional signs from local roads. Our work also included branding and signage for distribution centres. To maintain consistency and quality, we handled the artworking for all signs across the estate. Our ongoing support has enabled Waitrose bolster their signage both inside and outside their stores helping increase visibility without compromising their brand.
Industry or sector
Retail – supermarket
Country
UK
Challenge
Consistent communications across store network
Services
Customer journey
Sign programmes
Links
Waitrose
Downloads
Customer experience factsheet.