Birmingham: Weekly Winns Signage Simplification
Led store-walk research and built the Weekly Winns kit so that weekly deals were instantly recognizable in-store, improving customer value perception for price and promotions and reinforcing the loop by updating the circular masthead.
The Challenge
In-store signage made weekly promotions hard to spot because everyday offers and weekly specials looked the same. Complex multi-buy mechanics added confusion and increased price perception. Shoppers needed a clearer path from the circular to the shelf.
Snapshot
• Role: Designer (concept and kit development) and later Manager (rollout support)
• Scope: In-store promo visibility system, pricing communication simplification, signage kit
• Timeline: On-site research, kit development, launch, refinement over six months
• Outputs: Circular masthead, end cap headers, shelf tags, lollipop toppers, bin boxes, standards
What I Led
• Conducted store walks and associate interviews to identify root causes
• Created the Weekly Winns concept to connect the circular to in-store shopping
• Built a complete signage kit designed for consistent execution
• Simplified multi-buy price mechanics into clear unit pricing
• Updated the circular masthead to frame the ad as a guide to Weekly Winns and reinforce in-store recognition
• Supported rollout, install guidance, and iteration based on feedback
Results
• Overall OSAT improved +5.4 points vs control across 8 test stores (11,841 responses)
• Price and Promotions were the biggest value wins (+5.5 and +4.3 vs control)
• 7 of 8 stores improved, proving the system worked across locations
The System | Weekly Winns Signage Simplification
• Built to create a clear map from circular to shelf
• Circular masthead cues aligned to in-store Weekly Winns identifiers
• Weekly deals are recognizable by the red Weekly Winns sign system
• Exclusive toppers and tags call out key ad items at shelf and end caps
• Kit stays focused on key items to reduce competing tags
• Simplifies what changes each week to reduce tag resets
Red bar became the single signal for “in this week’s ad”
Kit components applied at key shopper decision points
Simplified pricing to reduce forced multiples and confusion
Placement rules designed for consistent store execution
Circular masthead cue aligned to in-store Weekly Winns system
Weekly Winns Guide Store Comms