A review of customer behaviour resulted in the reduction of sales staff on the shop floor and highlighted the need for better customer communication within John Lewis stores.
Working within brand guidelines, we developed a number of initiatives designed to create a distinctive style of communication that was clear, informative and inspirational, embodying the retailer’s brand values. The extent of the project covered promotional messages, visual merchandising, backwalls and totems.
From perimeter wayfinding signage to mid-level signage delivering product and service information and right down to shelf-edge ticketing, we developed a system that enabled those customers who know what they want and prefer to be self sufficient to easily navigate the store. At the same time, the tone of voice conveyed clear department propositions of quality and reliability that are synonymous with the brand.
Subsequent to this, Radius was asked to propose branding and environmental graphics for a crèche facility, an initiative that did not progress.