Social Distancing 2020.Supermarkets

Although Aldi had remained open throughout lockdown, it went to great lengths to ensure that its store signage conveyed measures as effectively as possible to customers.

It used a formula of blue backgrounds, white text and colourful graphics to display the guidelines both inside and outside of its locations, varying from more in-depth breakdowns of the rules to reminders as customers moved throughout the store.

Online, the supermarket was keen to recruit new staff to keep up with the increasing demand, and regularly advertised posts on its LinkedIn page alongside an engaging video.

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With customers required to queue outside supermarkets early on in lockdown, ASDA took the opportunity to brief them on its social distancing and safety guidelines, with plenty of outdoor signage at its locations.

Inside it was similarly thorough, marking out a route through the store with floor markings and using graphics to great effect in its larger hanging signage.

The colour scheme of white and green fitted in with ASDA’s usual aesthetic but was bold enough and strategically placed so that it still registered with customers.

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“Outdoor signage was particularly important at ASDA given that, in the early stages of lockdown, customers

could generally expect a queue at the entrance, and had plenty of time to familiarise themselves with what

would be required in-store.”

James Cannell Chief Creative Officer

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Showing that it would always be there for communities, Costcutter launched a pop-up shop in the small village of Fangfoss, where the locals were struggling with access to stores.

At its permanent locations, the store gave clear instructions to its customers through the use of smart green and white signage with detailed messaging, which really focused on the hard work that staff had undertaken during lockdown.

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“The Fangfoss pop-up store not only displayed a real sense of duty and

care from Costcutter by helping out a community in need, it will have also

increased a sense of brand loyalty amongst its new customers.”

Alan Turner Creative Director

There was a real simplicity to Heron Foods’ in-store signage that helped to convey its message quickly and effectively.

Social distancing was a clear focus, whether it was red floor stickers, or the smaller signage at the entrance appealing to customers to help Heron keep them safe by adhering to the rules.

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Using its typical colour scheme, Iceland’s red safety signage was nonetheless conspicuous in its stores, guiding customers through the one-way system, ensuring social distancing and building a sense of communal effort by addressing messages to ‘us’ and ‘we’.

Online, the supermarket used the #ShopForBritain hashtag upon the reopening of high streets, encouraging followers to get out and support stores while also dropping in a celebratory note about its 50-year anniversary.

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“The #ShopForBritain hashtag showed Iceland’s awareness of the

breadth of the Covid-19 issue, rallying its customers to support fellow

retailers through the pandemic.”

Jo Wilby Group Creative Director

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Latching onto the rainbow motif that became a potent symbol of support for the NHS, Lidl launched a billboard featuring drawings from the general public, and invited onlookers to ‘Join the Rainbow Trail’.

It continued to display plenty of outdoor signage at its stores, informing customers of the measures inside and thanking them in advance for their co-operation.

Lidl even managed to open up a new site in Birmingham and took to LinkedIn to express its gratitude to the staff who made it happen.

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The #ItsMoreThanOurJob hashtag that Morrisons used in-store and on social media drove home the message that the brand was going above and beyond in its coronavirus response.

This was backed up by comprehensive in-store signage to help customers stick to the guidelines, based on distinctive messaging and its usual green and white colour scheme.

This extended to initiatives such as ‘Speedy Shopping’, where customers with baskets could queue separately from those out for a bigger shop.

On its social media channels, Morrisons highlighted its charitable efforts related to the pandemic, as well as making followers aware of the availability of its fresh food offering.

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“‘Speedy Shopping’ was an innovative way of coping with the queuing

problem that dogged supermarkets in the early stages of lockdown.

A simple but effective way to help the customer.”

Vicki Murcott Business Unit Director

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Nisa’s digital activity showcased a comprehensive response to lockdown, not only outlining its safety and hygiene guidelines, but also giving customers tips on the best ways to travel to its stores.

On LinkedIn, the brand posted statistics displaying how shopping habits had changed over lockdown, the positive impact that independent stores had seen over the period, online shopping habits and more.

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“The range of content across digital channels was truly impressive, particularly a breakdown of key

shopping statistics throughout the pandemic, showing Nisa to be a store

with its finger on the pulse.”

Chris Perks Managing Director of Digital Services

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There was no room for misinterpretation of One Stop’s lockdown guidelines, as the store sought to mark them out in the clearest possible terms.

Footprint stickers on the floor gave specific instructions as to how customers should move about the store, while storefront imagery outlined measures prior to entering.

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In-store hygiene measures were displayed with consistency at Sainsbury’s, from floor markers denoting social distancing and the route through the shop, to larger posters and shelf signage – all in the brand’s famous deep purple and orange colour palette.

Messaging was polite, reassuring and inclusive, reiterating that the guidelines were for the benefit of customers and staff, while the vinyl floor markers featured the slogan ‘Staying Safe Together’.

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Covid-19 affects all of us, and Tesco made that clear in the highly inclusive nature of its in-store messaging, with messages such as ‘We can do this’ and ‘Let’s keep a safe distance’, putting the focus on togetherness.

The supermarket giant also effectively repurposed its famous catchphrase, reminding customers ‘Because now, more than ever, every little helps’.

Tesco generally tried to keep text to a minimum, using simple graphics to illustrate its points, while the usual colour code of white on the deep blue background was as effective as ever in helping it to stand out.

“Tesco’s messaging around in-store measures reflected the indiscriminate

nature of the virus, moving away from the idea of the individual and

towards a collaborative effort.”

Sarah PerryCreative Director

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Outlining its measures on social media with smart imagery and videos, Waitrose put the responsibility in the hands of its customers with the slogan ‘Please help keep us all safe’.

In-store, the brand stuck to a colour scheme of light and dark green with minimalist designs that focused on getting the message across as clearly as possible.

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“Rather than telling customers what they could and couldn’t do, Waitrose

shifted the message, reframing it as something of a call to arms in a united fight against coronavirus.”

Natalie SomervilleStrategy & Creative Director

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Social Distancing 2020.Thank you

Get in touch for more information or to discuss opportunities for your business

inspired@itg.co.uk

*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.