tesco Pet

Making the Pets Aisle a destination.

With stronger navigation, clearer categorisation, and fixtures that make sense for both customers and colleagues, the aim was to create a space that feels easier, smarter, and more enjoyable to shop.

Pets aren’t just another purchase - they’re part of the family.

Tesco set out to transform the Pet category into a true destination, tapping into the emotional connection pet owners have with their animals while maximising the category’s potential.

By partnering with us, we ensured the Pet aisle became a clearer, more intuitive space - one designed to feel like a home for pets, not just another shelf.

The Brief:

Bring their Destination Pet design vision to life through engineered fixtures.
Create structures that define and separate sub-categories - food, care, accessories - without disrupting store flow.
Introduce intuitive navigation tools (headers, fins, zoning) that guide shoppers more confidently.
Validate all design intent through prototyping and live-store trials before any estate-wide rollout.

Working closely with Tesco’s Design Team, we translated their concept into a full fixture kit - engineered for durability, clarity, and consistency across formats.

The goal was to sharpen navigation while keeping the environment clean, modern, and aligned with Tesco’s store identity.

We introduced a suite of navigation-led elements including:

Headers to signal category blocks
Fins to break up bays and improve recognition
Modular zoning to distinguish food, care and accessory missions

All fixtures were prototyped, tested, and refined through Tesco’s internal approval process. Trial installations went live in Cheshire and Wokingham, followed by a wider trial across ten additional stores.

Real shopper behaviour and colleague feedback informed iterative improvements - ensuring the final solution was scalable, practical, and genuinely intuitive.

The Impact:

Clearer navigation that allows customers to find the right products faster.
Category clarity that improves understanding and encourages cross-shop behaviour.
Simpler replenishment, thanks to fixtures built around planogram discipline and operational ease.
A stronger Pet “destination” that stands out within the wider store environment.
Consistency across formats, ensuring Tesco’s creative vision is delivered reliably at scale.

Elevating a category does more than improve how it looks - it changes how it performs. When a space is clearly defined, well-structured and easy to navigate, it enhances the overall shopper experience and builds stronger value perception across the range.

Clear categorisation and improved flow encourage customers to explore more, understand the offer more quickly, and shop with greater confidence. That confidence leads to longer dwell time, broader cross-shop behaviour, and ultimately higher Average Transaction Value.

By treating the category as a destination rather than a fixture run, the space works harder commercially - supporting both customer satisfaction and measurable uplift at the till.