I recently held a TeleTraining "Communicating with Signs" and had a retailer who was unable to attend send me a question via email. I promised that I would respond via my blog... so here goes:

QUESTION
from Lee at Jo Jo's Natural Market in Gaylord, MI

I really appreciate the information you continue to pass along. Your work is greatly appreciated. The upcoming webinar on communicating with signs... a question I have always had is; what about the customer that is field sensitive? Maybe there are not so many people that are as such. But for those people that are overwhelmed with all the bombarding of external info, are we not just tuning them out? Or wasting our time for that matter! I have noticed many customers are not even aware period. For many reasons in today's world I am sure but external overload is one sure way to condition people into tune out. I am not referring to countless signs, but all the colors, product, pictures, props, lights, textures,all external elements that some people take in and end up unable to concentrate, or become, distracted thus so overwhelmed that the experience is not so good. Any suggestions?

ANSWER
Thanks Lee for your support and great question about customers "tuning out" signage. As we know there are many types of customers, some that wish to be left alone, others that are looking for someone to listen. Ones that like to read and other that don't. You have customers who want to find the product without asking for help and others that want you just to tell them what to take and when. Some customers look at signs and others don't. So taking all of that into consideration when answering your question, I decided to share a few signage tips that might help keep your customers tuned in.

#1 Be consistent. Have a certain "look & size" for your signs: sales, informational sign, etc.
When driving down the freeway and you see a green sign with white letters in the distance - what do you think? That sign is going to tell you exit information, right? Seeing a brown one is going to tell you that there is a state park or something educational. Your mind is programed not think about the actual sign, but know that it's going to deliver a certain type of information. When you create a signage system in your store you should do the same. Create a method of communicating that is consistent, simple to understand (and read) so that the customer doesn't have to spend time figuring out your message.

#2 Don't post too many signs in one area.
If you have too many signs it is surely sensory overload and people see just the signs and don't receive the message that you are trying to deliver. For example I visited a store and they were beginning to feature "gluten free." This is a great thing, however they must have had 25 little signs in the salad dressing aisle... and I could get past the signs. Good intention, but too much. Stand back and look through "your customer's eyes."

#3 Don't make signs too large in the wrong places.
Large "sale" signs are great for case stacks but not on the shelf. Draw customers to the shelf through merchandising - good product displays and POP (point of sale) materials. Have your consistent sale sign posted... believe me if the customer wants the product they will look for the price. With case stacks its all about the savings and posting a larger sign is the right thing to do. On the shelf you don't want to over power the product.

If you offer a consistent store signage program you make it easier for each type of customer to understand your message. For the "overloaded customer" know that they still are looking for simple, easy to understand information either from your signs or your assistance. Hope this helps keep customers from "tuning out" signage at your store!

FYI: I posted an article on my website that has more information about signs in general that might be helpful:" Retail Signage: Tips for Increasing Sales & Service." Click here to jump to my Archives & Template page.

Have questions merchandising and marketing questions? Send me an email and I'll be sure to post answers offering tips designed to help retailers in our industry.

Until next time, here's wishing you a great day!
Debby
www.askdebby.com