21 May

It’s worth writing about this one just to say ‘Check out this checkout’.

Maybe this stuff works. Maybe people who are at the checkout in a major store think to themselves, ‘Ooh, the food’s good, maybe I could insure my holiday with these people’.

You think? What exactly is jumping out at you from this mess? Where’s the single minded, unifying call to action that tells us Sainsbury is a financial institution that will make my life easier, safer and better? There isn’t any. It’s a mishmash of flyers and leaflets vaguely held together by some orange circles and a font. I doubt if one in a hundred shoppers picks anything up from here, despite Sainsbury paying good money to an agency.

One day an agency and client will embrace the challenge of POS properly and the results will be game changing. In the meantime, the checkouts of major supermarkets remain as cluttered as board full of ads in a newsagent’s window.

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