The first thing to do is to ensure some cycle parking will be provided and tell people about it. But that's just a start. Don't show images like that above, but instead add lots of images of people shopping by bike; put panniers on sale by the tills, or whole shopping bikes ready equipped with rack, panniers, dynamo lighting and locks; give vouchers with the till receipts and petrol receipts offering a deal at local bike stores; and another voucher promoting Lambeth Council's free cycle training; run a Dr Bike in the existing car park and encourage drivers to bring their bikes to get them sorted ready for the big switch.
It's a real shame that the developers holding such sway here aren't pulling out every stop to nurture cycling as an everyday, efficient and less polluting means of transport in this area, right from the outset.
Sainsburys have replied to my tweet asking if they would amend the sign to give details about access by bicycle: