Cannes Lions

Walmart Super-Center Reinvention

SAATCHI & SAATCHI, New York / WALMART / 2016

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Overview

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Credits

Overview

Description

Our idea was a design theme we called “Fresh Utility”. This visual theme allowed us to solve the practical utility problems in a fresh, contemporary way, turning Walmart’s low cost focused brand proposition into a design tool.

Execution

The result, tailored specifically to the demands of the vast Super-Center space, is; a high performing navigation system comprised of high visibility black and white signage, clear department category and sub category icons, and iconic category supergraphic photography. On-floor category signs were turned into vertical navigations poles to maximize sight-lines.

Department floor plans were reconfigured to reduce theft and enhancing customer engagement. Food department zones (Fresh, Deli, Bakery, Seafood) were redesigned, making it more farmers’ market, enhancing food quality perceptions.

Other key categories developed were: Entertainment, Baby, Customer Service, VisionCenter, Connected Home, AutoCare and Pharmacy.

The design was to be prototyped in an existing store, number 5260, with the requirement that it leverage many existing fixtures and architectural elements.

Outcome

The completed package cleaned up a cluttered in-tore environment, streamlining systems and enhancing key visual opportunities to bring human warmth. This is particularly true in the food categories where the farmers’ market elements has positively impacted food quality perception. The new signage package allows customers to navigate easily from anywhere in store, with and without using maps. The flexible signage paneling system allows the design to be reconfigured into different store formats easily and quickly, meaning faster more cost effective store network rollout.

The store 5260 prototype was successfully re-launched in October 2015. Early feedback from customers and staff was overwhelming positive. Rollout of the design to other Walmart super-centers has begun.

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