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Sainsbury’s Installs New Look Card Departments In 15 Stores

Sainsbury’s is trialling a completely new contemporary look greeting card and wrap ‘department’ in 15 of its stores. Wooden flooring and striking blue overhead lighting combine with a new display approach, which results in more of the card designs being shown.

Above: The new look is being trialled in three different store formats and sizes.
Above: The new look is being trialled in three different store formats and sizes.

“We have removed a minimum of three tiers of cards from each bay to allow greater depth in each pocket, to enable us to showcase more of the card to the customers,” explains Carly Pearson, senior buyer of cards and wrap for Sainsbury’s. “Also, the new wooden flooring divides the department from the rest of the supermarket run while the lighting really signposts the area to customers,” Carly adds.

Above: Giftwrappings also form part of the new treatment.
Above: Giftwrappings also form part of the new treatment.

The new approach is being trialled in three different formats to see how it will work in small, medium and large stores.

The 15 Sainsbury’s stores who have been treated to the revamp are Calcot, Brookwood, Cheltenham (Tewkesbury Road), East Grinstead, Frome, Halifax, Haverhill, Hazel Grove, Hempstead Valley, Poole, St Leonard’s on Sea (Sedlescombe Rd), Sunderland, Swadlincote, Sydenham and Telford.

Above: Carly Pearson (middle) collecting the award for Best Supermarket Retailer of Greeting Cards at the last Retas awards from Simon Boyd, operations director of PG Live, sponsor of the award category.
Above: Carly Pearson (middle) collecting the award for Best Supermarket Retailer of Greeting Cards at the last Retas awards from Simon Boyd, operations director of PG Live, sponsor of the award category.

If the trials prove successful, it is likely to be rolled out into more stores.
Top: The striking lighting and wooden flooring creates a ‘store-within-a-store’ feel to the card and wrap area.

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