How Sainsbury’s became ‘Signsbury’s’ to create a better environment for deaf shoppers
Matthew ValentineStaff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
This Christmas brands are spreading a message beyond festive cheer
Matt BarkerThe 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
Christmas with a conscience: How advertisers tackled the 2020 festive season
Charlotte RogersDuring a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
Sainsbury’s spotlights Christmas memories in three-part campaign
Sarah VizardSainsbury’s is hoping a combination of home-video-style footage and reminiscing about Christmases past will show people the festive season can be special whatever the circumstances.
Sainsbury’s: We want to be Britain’s favourite supermarket
Sarah VizardThe grocer is refocusing on its food business after a difficult few years following its failed merger with Asda and acquisition of Argos as it looks to improve perceptions of food and value, and boost appeal to customers.
Sainsbury’s wins shoppers from the discounters as it focuses on value
Sarah VizardThe grocer sees value as a key area of focus given constraints on consumer spending, but expects safety to remain important to shoppers even as lockdown restrictions ease.
New Sainsbury’s boss promises to ‘listen more to customers’ as he promotes CMO to the board
Ellen HammettThe new CEO of Sainsbury’s believes the changes will help the supermarket get closer to customers, who he also says he will be spending a lot more time with in focus groups.
Sainsbury’s CEO: Shift to online shopping will stick post-Covid-19
Ellen HammettCovid-19 has accelerated the shift to digital in the grocery market out of necessity, but Sainsbury’s outgoing CEO believes many of these checkout-free habits will stick.
Making innovation count: Why brands are becoming more ‘thoughtful’
Charlotte RogersIn a rapidly changing world, the future of innovation is hard to pin down, but agility, sustainability and thoughtfulness look set to be the hallmarks of success.
‘Better than Vegas’: How Sainsbury’s used a Christmas-themed trolley tunnel to boost sales
Ellen HammettIt started with an unsuspecting trolley tunnel in Bude and ended with a 276% increase in social share of voice and a marriage proposal that went global.
Why Sainsbury’s is betting on convenience with new store format
Matthew ValentineGrocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
Sainsbury’s to offer more personalised deals with Nectar 360 launch
Ellen HammettNectar says its new agency, Nectar 360, will offer brands more insights into its shoppers while offering customers more personalised rewards.
Trends 2020: Loyalty means more than a transaction
Sarah VizardBy offering additional benefits and unexpected perks, retailers can improve customers’ experience and get them talking about the brand, taking the relationship from transactions to advocacy.
Brands’ shift back to emotional Christmas advertising proves hit and miss
Sarah VizardAfter brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
Sainsbury’s tells Santa origin story in Victorian Christmas ad
Sarah VizardSainsbury’s is celebrating its 150th year with a Christmas campaign centred on how festive traditions such as Santa Claus and stockings could have come about.