Navigating BWS
Morrisons
The client
We have worked with Morrisons across many categories and many stores over the years, lending our experience of store design to their estate, to improve the customer experience.
The brief
Morrisons asked us to rethink the way its customers shop the Beers, Wines and Spirits (BWS) category, which lacked coherence across the estate.
We were asked to bring a more coherent look & feel to the category, making it simple and down to earth, reflecting Morrisons’ brand personality. To complement this, we were asked to build a clear and straightforward communications family that would appeal to both ‘good lifers’ and ‘strivers’.
What we delivered
We delivered a real hero destination within store by using materials that customers would traditionally associate with the category, e.g. cork, wood and slate effect, which also helped to create warmth. These materials also have the effect of making the signage appear to be specially crafted, and selected, just like the product.
The photographic palette played an important role here, in creating a more engaging, editorial tone and supporting the three category-building themes of provenance, quality and celebration.
The comms avoids overloading customers with information and instead, uses just a few buzz words to assist in navigation. Meanwhile, a warm and friendly Tone of Voice helps prevent the category being seen as exclusive.
We believe the overall effect is to make shopping the BWS category an enjoyable experience, painless experience, just as it should be.
