Hierarchy of Signage – A Holistic Approach to Visual Retail Programs
Once upon a time retail was simple. Open up a shop, stock it with goods and watch shoppers come in and buy.
Unfortunately, that is no longer the case. Things like ‘sku proliferation’, ‘customer experience’, ‘store size rationalization’ and even the dreaded ‘show rooming’ have made the retail world infinitely more complicated. However, the fundamental challenge retailer’s face remains the same – to be successful they have to be able to transform consumer needs and wants into purchases.
According to the Food Marketing Institute, the average grocery store carries over 42,000 items. Other retail outlets like drug stores, electronic stores or even toy stores are also carrying a glut of items, effectively cluttering the shopping experience.
Too Much of A Good Thing
Beyond the overwhelming growth in the number of products on store shelves, there has also been a dramatic increase in the volume of in-store messaging and the number and complexity of consumer promotions. Some studies have indicated that between advertising, circulars, mailers and in-store signage the typical shopper is bombarded with over 3,000 messages during a shopping trip.
While retailers already know this, they might not be aware that they can be doing a lot more to influence and disrupt shopper patterns that will result in a better shopper experience and increased sales in their stores.
In-store signage has always informed shoppers of sales, promotions, new product offerings or it has provided direction to various departments, seasonal offerings, store policies, and programs. However, in this digital age and ever-changing retail landscape, retailers need to take a more holistic approach if they want to break through and create an emotional connection with their shoppers. In other words, peppering sale signs throughout the store and hoping for the best just won’t cut it anymore.
At Windsor Marketing Group, we have been working with retailers to focus their efforts on the shopper occasion and the behavior they want to impact, not just the price promotion they want to communicate. We have dubbed this the ‘Hierarchy of Signage’ and are showing our clients the benefits to taking a holistic approach to their visual retailing programs.
For example, we discovered a grocery retailer can drive impulse sales of wine from the seafood or butchers section with the right visual messaging. Selectively promoting products at the ‘complimentary occasion’ results in the ‘not sure why but I want to buy that’ impulse effect with shoppers.
This isn’t just a nice theory. Recent eye-tracking research WMG commissioned, in partnership with Bentley University, shows the company’s proprietary G-TRAX Systems has the ability to draw viewer’s eyes to specific elements of the visual which they didn’t look at when the same visual was produced using traditional print techniques. Additionally, the research highlighted the ability of next-generation digital print to make a visual more attractive & memorable to viewers, making it ideal to drive enhanced taste & sensorial appeal.
The research also validated that all levels of the hierarchy have a critical role in creating a visual blend that communicates and inspires shoppers to purchase. The key is to know when and where to utilize them for maximum impact.
To learn more about how this multi-pronged approach can help drive more sales and increased profits in your stores please call us at 888-621-2125 to speak with one of our marketing consultants.