When writing digital interactions for Sainsbury’s, follow these UX-specific voice guidelines to make sure your words always sound like Sainsbury’s. For the full guidance, read the Sainsbury’s brand guidelines.
Sainsbury's brand voice
When writing for Sainsbury's, it's important to come across like a modern, British brand. One that communicates how real people communicate. And that shows British warmth and upbeat energy: loveliness and liveliness. Sainsbury's should always sound:
Lovely
People don’t want Sainsbury's to speak to them in a formal tone, because it makes them feel like they’re dealing with a faceless, corporate entity. Instead, Sainsbury's needs to sound warm and human.
Lively
Sainsbury's should sound like they’re an up-to-the-minute brand that’s not afraid to give it some welly. Customers of Sainsbury's should look forward to reading their writing or hearing their words.
How to sound lovely
Use words you’d actually say face-to-face with someone, not needlessly formal words.
Do
Start shopping with us
Use your Nectar points on your next shop
Tell us about yourself
Don't
Commence your shop with Sainsbury's
Utilise your Nectar points on your next shop
Provide the following personal details to proceed
Use 'you' or 'your' when you're speaking to the customer.
Do
Set up your account details
Don't
Set up customer account details
Say it’s, we’ve, we’ll instead of it is, we have, we will.
Do
It’s almost time to pick up your order
We’ve delivered your order
We’ll deliver your order tomorrow
Don't
It is almost time to pick up your order
We have delivered your order
We will deliver your order tomorrow
Break up your content with sub-headings so customers can easily find what they’re after.
Do
Struggling to find a delivery slot?Because of high demand, you might find it hard to find a delivery slot.Want us to contact you when a delivery slot becomes available?Give us your email and we’ll drop you an email when we have available delivery slots again.
Don't
Struggling to find a delivery slot?Because of high demand, you might find it hard to find a delivery slot. If you give us your email, we’ll drop you an email when we have available delivery slots again.
Focus on the benefits to the customer as much as possible.
Do
Register for an online account to order your favourites in a few clicks
Sign up to Delivery Pass and pay no delivery charges for 12 months
Don't
Register for an online account here
Sign up to Delivery Pass today
Go easy on the exclamation marks.
Do
Thanks for your order. We'll get right to it.
Don't
Thanks for your order! We'll get right to it!
How to sound lively
Drop in lively words or phrases from time to time, but don’t overdo it.
Do
Grab extra savings when you order online
Start a chat with one of our colleagues if you still need help
Don't
Get extra savings when you order online
Start a conversation with one of our colleagues if you still need help
Don’t try so hard that you lose the key message or turn people off.
Do
Kick off your weekend with 25% off selected wines
Register for an online account to order your favourites in a few clicks
Don't
Kick off your weekend with 25% off our lip-smackingly beautiful wines
Register for an online account to order your foodie faves in two ticks
In certain situations, like email promotions, use an exciting headline to surprise your readers.
Do
We’ve missed you!Get double Nectar points next time you shop with us.
Don't
Get double Nectar pointsEnjoy double Nectar points on your next shop with us.
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