As a consumer, we encounter design and user experience – offline and online – in some form or the other everyday. One such form are the supermarkets brands that play a huge part in our lives on a day-to-day basis. With the recent growing popularity of German owned supermarket chains – LIDL and ALDI, the British chains have had to re-think their brand strategy and positioning in order to win the battle of supermarkets.
The Morrisons flyer (shown above) slipped through my doormat this morning and as I was just about to toss it in the junk mail pile, something caught my eye and tempted me to give the flyer a bit of a thought. It was their strapline – “I’m your new look cheaper Morrisons”. I couldn’t help but look up the rational behind using the word “cheaper” in their brand communications. Surely, using a word as strong as “cheap” could have negative connotations.
Esha Sahni 