Maintaining brand consistency over an estate of thousands of stores is a major challenge. Over time, inconsistencies creep in, and multiple different initiatives can erode the core brand messages. Tesco needed to carry out a quick assessment of how well their brand standards were faring in their stores.
Store by store approach
We carried out a number of detailed audits across a variety of different store types, to assess the state of the Tesco brand. We photographed hundreds of signs, in multiple locations, and then spent time analysing every sign type, location and message to see how it was impacting on Tesco’s core brand communication.
Having assessed all the data we built a matrix of sign types and locations to see where there was overcrowding, or the wrong message being communicated. We produced graphs to assess the ’share of voice’ that different sign types and navigational areas had within the store, to see where there was over-deployment of signage.
We identified a number of relatively small, but highly impactive, improvements that Tesco could make in order to both cut the cost of sign manufacture and improve the presentation of their brand. These included reducing the size of some signs by a percentage, reducing the number of signs within the store, and realigning the design and style of navigational signage to improve consistency of presentation across the store.
Our recommendations are now being trialled at a number of Tesco stores across the UK, before they’re consolidated into the brand guidelines and applied to new stores and store-refreshes on an ongoing basis.
Industry or sector
Retail – supermarket
Country
UK
Challenge
Improve brand consistency across stores
Services
Brand audit
Customer journey
Links
Tesco
Downloads
Project management for retail factsheet.