Tesco’s drive to expand beyond food meant re-defining their homewares shop. Our challenge was to re-assess the traditionally aisle-led shop, increase product densities, and inject a ‘desire’ mindset to prevent the trolley-dash syndrome – thereby enticing customers into shopping this category differently.
We differentiated lifestyle buys from value buys through creating feature areas. We managed and art directed a series of seasonal product shoots to create the graphic POS for aisle ends. To ensure smooth roll out we created artwork site packs detailed for production and installation. Changeable seasonal graphic wallpaper was designed to provide framing devices for hero lines – adding pace, interest, and pause points.
Sales have driven the category by as much as 45%, demonstrating a marked change in behaviour towards the product by customers. We have also worked extensively with Tesco in their clothing department across men, women and kids defining the own-brand experience of Tesco Value, F&F and Cherokee seeing direct sales uplift of over 88% post implementation.
