Simplifying Supermarket Messaging
AB Vassilopoulos - Greece
What success did we aim to create?
We were tasked with developing a retail communication system for AB Vassilopoulos’ pilot store in Maroussi, Athens. The objective was to streamline how product offers and brand messages were communicated at customer level—improving clarity, increasing footfall, and supporting a long-term retail marketing strategy across Greece.
How did we create the success?
With limited time and a high-volume retail environment, we focused on building a system that was clear, commercial, and easy to implement. Our strategic design approach included:
- Immersion and Alignment: We quickly gained a deep understanding of AB’s brand philosophy, retail objectives, and existing marketing assets.
- Simplified Communication Framework: We created a low-cost, flexible point-of-sale system that highlighted key themes such as price value, local produce, and loyalty offers.
- Design Sensitivity: Legacy brand elements and colour codes were carefully retained to ensure consistency while delivering a modernised look and feel.
- User-Friendly Execution: The solution was designed for easy implementation by store teams, ensuring seamless operation in high-traffic environments.
What were the results?
The new communication system launched successfully in AB’s pilot store in November 2023. It was met with strong approval from both customers and senior management. The clarity and commercial effectiveness of the new system helped reinforce AB’s brand experience, delivering measurable improvements in customer engagement.
”The speed, accuracy, strategic approach and understanding of our challenges is amazing. We are grateful to have you on board.
Olga Michalopoulou, VP of Marketing & FormatAB Vassilopoulos
