Two lined up in Tesco’s review

Market-leading supermarket chain Tesco has concluded its long search for a consultancy to carry out its design strategy review, choosing Wolff Olins and Pentagram for separate elements of the task.

Wolff Olins will take on the main project, which will examine how Tesco uses design throughout its business, say sources close to the retailer. Pentagram is believed to have been appointed to a more specific project, based around own-brand packaging.

The two groups were understood to be up against Landor Associates, The Identica Partnership and PI Design (DW 26 September 1997).

A spokesman for Wolff Olins says Tesco has not yet confirmed the consultancy’s appointment. Staff at Pentagram decline to comment. Tesco has long denied the existence of the project, and a spokeswoman was unable to confirm or deny the appointments.

Design has been a driving force behind Tesco’s increasing market share, according to the latest report from retail research consultancy Verdict. Verdict director Clive Vaughan says rival Sainsbury’s could benefit in similar fashion when its current make-over, by 20/20, is unveiled.

Tesco gained a full percentage point of market share last year, giving it 16.8 per cent of a 93bn sector. The gain was driven by “innovation in marketing, store design and product offer”, says Verdict’s report.