Data Gathering for my Content Analysis

TESCO:

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Overall:

• Tesco used a lot of advertising particularly POS on the end of aisles to entice customers.
• They used words such as special offers and specific % of that they would be savings such as save 25% or save 50p.
• Their POS are very monetary driven informing the customer of what the sale is before they look
• They used a mixture of low to high end POS - low being the 'special offers' banners and high being the tesco finest range and the clothes ranges.
• They also did something unique by having a fridge in the middle of the floor for their specialist butchers section, enticing people as soon as they get in to the bargains.
• Other than their high end POS all of their advertising is in bright yellow.

I found the entrance to the supermarket the most interesting as Tesco was acting like a budget supermarket - as soon as the customers walk in they are bombarded with POS and savings. By showing 'half price/25% off' as soon as the customers come in it shows them that this is a good deal and shouldn't miss it.

MORRISONS:

 

 

Morrisons is unique in that it has two sections - the market and the rest of the store and the POS is very different in both sections.

Market:

• The advertising is very minimal and subtle, comprising of small island sections for on offer meat and fish.
• There is also specialist banners for the various food, giving it a high end market ambience.
• The POS is not bright or 'in your face' but each section has an offer - just consisting of the price is bold - which is a clear signal one that works well for the rest of the store.

The rest of the store:

• Here things are very similar to Tesco through the colour and placing of the ads. However the font is more stylish and is less writing - '£1.50/£10' etc. also with photos of the product on. To a customer this seems a lot more professional.
• The POS are common but not in your face like Tesco did, a lot more subtle approach.

Overall, they use stylish yellow POS with little text, just prices and photos of the product itself.

ASDA:

 

 

 

 
 

 

I would say that ASDA is very much a 'mixed bag' in terms of POS and doesn't have one clear style.

• ASDA's main style is the Roll Back banner type with the detachable prices on. This is pretty archaic and does not look visually pleasing. They also have ASDA Price on everything - as if you didn't know what shop you were in.
• Their main colour is green (like the brand) however there is some red for the special roll back POS sections or Christmas line.
• ASDA does also have themed POS for the items such as a Yankee Candle stand - possibly sent by the distributor.
• They have banners showing the actual products themselves, much like Tesco.

SAINBURY'S:

 

 

• No clear pricing from a distance
• Very subjective POS technique 'great prices' - this shows that the store doesn't have much on offer
• The POS doesn't tell me about the personality of the store, as it writes in bold capital type.

ICELAND:

 

 

• The only supermarket to use 2 primary colours on one POS banner
• Has more POS at the till
• Price is clear
• Buckets much like Tesco with the food in

LIDL:

 

 

 

• POS very consistent - highlighter orange colour
• None of the main POS' have monetary values on it - stock comes and goes quickly
• Smaller paper POS have price on it although is not bright and clear
• Lots of clocks - reflect the pace of the supermarket