Hierarchy of Signage for Retail
During a purchase cycle, a consumer is bombarded with thousands of messages, from advertisements, to coupons, in-store signage, and more. Once the consumer is in a store, the out of store marketing has done its job. Now it’s time to close the sale.
Ensuring your in-store marketing messages follow a hierarchy can not only make sure your customers get the right information, but also can increase your retail sales and make your store easier to shop. Below you find some key information about merchandising, critical to be aware of in today’s retail landscape. In addition, I will show you a way to increase your in-store marketing effectiveness with a new print production technique.
In-Store Merchandising Lifespan
There are three main types of merchandising which branch into different uses and purposes;
There are different types of materials and manufacturing techniques that apply to these three main categories. For example; a permanent sign would be up for 6 months or more and should be constructed from a durable, strong material that is dustable and washable if needed. An in-store marketing partner/agency should be able to walk you through these options and recommend what best fits your needs according to your hierarchy of signage.
Purpose of Merchandising
There are 4 main purposes for in-store merchandising, each with different objectives;
Directional consists of signs to navigate consumers to department locations, cash wraps, restroom identification, etc. Look for ways to improve clarity and make this intuitive. Be cognizant of major changes in your store and layout changes that could affect directional signage and react quickly. Keep in mind customers’ patience level and the time stresses they are under.
Branded Merchandising reflects company name, logo, causes you care about, colors, fonts etc. It frequently dictates store décor in terms of more permanent merchandising elements and also bleeds into promotional merchandising. Depending on the use, branding merchandising can span multiple lifespans, which dictate materials. A good branded signage program also links well to out of store marketing elements.
Promotional Merchandising includes sales messages and limited time promotions. Item and price programs are part of this type of merchandising. The quality of signage has the biggest effect on promotion signage. To get the most out of this category, consider working with a marketing partner. We will spend more time on the relationship between sales promotions and quality of signage in the next chapter.
Decoration / Merchandising Signage have the second highest opportunity to increase retail sales. Signage is often used to improve or build a visual merchandising program. Good merchandising can trigger emotional responses in shoppers, inspiring them to buy products because they reminisce of a good time or want to match the lifestyle.
Promotional Merchandising and Durability
For the most part, promotional merchandising is created using a lower quality of material and production techniques when the message is of transactional nature. This includes item and price, messages like “20% off!” or “On Sale”. If a retailer wants to influence the shopper in other ways they can include an image of the product. This inherently creates a need for higher quality material and production techniques.
Higher quality production techniques can increase the benefits of a fully merchandised area. This allows the piece to sell a lifestyle or create impulse purchase opportunities.
Building upon the old Hierarchy of Signage with Spot HD
We have been working with retailers regarding the behavior they want to influence and have matched retailer objectives with their manufacturing techniques, creating our ‘Hierarchy of Signage’. We use this to demonstrate to our clients the benefit of to taking a holistic approach to their visual retailing programs.
Through this process, we have created a new in-store marketing production technology we call G-Trax. This method of printing signage is perfect to evoke the emotional “I need that!” response from shoppers, and is backed by a consumer research study we commissioned. The study produced 4 key findings regarding the impact of Spot High Definition (G-Trax) manufacturing
- Focus Speed — On average, Spot HD printing attracted eyes to the target focal area 8.2% faster than conventional print methods.
- Focus Duration — On average, eyes remained focused on the featured area using Spot HD printing 15.3% longer.
- Up Sell Purchase Intent — Purchase intent for a higher-priced or premium version of an item highlighted by Spot HD printing increased 28.7% over traditional HD printing and 59.7% over Conventional printing.
- Ancillary Item Purchase Intent — On average, consumers are 8% more likely to purchase an ancillary item such as a bottle of wine that was merchandised with a primary item such as a pizza or steak when the ancillary item was printed in Spot HD vs. conventional print techniques.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!