In-Store Signage & Displays Influence Shopping Choices
As I was preparing for an upcoming TeleTraining workshop that I will be presenting on customizing 
shelf talker and flyer templates (see below), I decided to add a little extra punch into my presentation for the non-believers of the power of shelf talkers, in-store signage, and displays. I thought that I'd share it with my trusty followers via my blog as well.
In today’s economy more consumers are making shopping lists before they ever leave home and the good news is that many of the brand decisions and impulse purchases are made in our stores due to in-store signage and featured displays.
Shoppers actively engage with in-store signage during shopping trips, especially with end of aisle solutions (end caps) according to report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network as part of the 2009 In-Store Marketing Summit. From this report we learn from 999 people surveyed that signage attracted and influenced their purchase decisions in a noticeable way. Check out these percentages:
70% End of aisle display & signage (end caps)
62% Merchandising displays & signage
58% Department signage
55% Shelf strips (horizontal)
50% Shelf blades (vertical and perpendicular)
So what can a reatiler do to capture this sales opportunity?
The first step is to look at your displays.
What message you currently telling your customers? How are you sharing information about products and their features? After a quick walk-through of your store did you notice any changes or actions that need to be taken to make your marketing and sales messages more appealing?
Check this out. The display to the left scared me... can you imagine the condition of the chips at the bottom of the pile? Can you imagine what your customer might think about the handling of other products in your store when they see something like this? Here's the opportunity... manage the presentation of your displays. If you need fresh ideas check out the competition and see what they are doing right plus contact your distributor representatives, brokers, and sales managers to gather their input and suggestions. The exercise is well worth your time.
"Learn from the mistakes of others. You can't live long enough to make them all yourself." -- Carlyle -- from Whatever it Takes
If you need a tool to help plan out end caps and displays, check out the one I have featured this month on my askDebby.com/Resources page. It's a simple end cap planner that I featured in my 90 Days Out Marketing Tips for January TeleTraining that can be downloaded from my askDebby.com/Archives page.
Next step is get rid of handwritten signs!
Today retailers can create great looking signage right from their computers. By using the professionally designed print-ready and customized templates now available, retailers can share product attributes, quality standards, encourage sampling, highlight special displays & promotions, and drive sales.
Check out the example of using a customized shelf talker template to create a sign versus a hand written one from a blog post I shared recently: "Retail signage is more than a shelf talker - it's the attached message that can really count!"
TIP: Soon many shoppers will be looking for healthy, New Year resolution choices, why not offer them creative "solution" displays with educational information through signage that can help guide them to purchase!
A great place to get started with giving your in-store signage a face lift is by going to the askDebby.com/ShelfTalkerLibrary page or the askDebby.com/FeaturedShelfTalkers page and download some customizable templates. There is no charge. All of the customizable templates are available as MS Word documents and include editable text boxes where retailers can create their own messages.
To learn how to work with customizable templates and influence shoppers with in-store signage and displays, plan on attending one of the upcoming askDebby.com TeleTraining programs. To register visit the askDebby.com/TeleTraining page or click on the date link below that is convenient for you:
“How to Customize Shelf Talker Templates” FREE TeleTraining
Tuesday, November 17 at 8am EST
Thursday, November 19 at 3pm EST
Thursday, December 10 at 2pm EST
Thursday, January 14 at 3pm EST
TELE-TRAINING DESCRIPTION: Learn the basics of working with text boxes, shapes, and importing graphics into MS Word templates to customize shelf talkers including the ones available from askDebby.com/ShelfTalkerLibrary.
The hardest part of getting started is getting started. Hopefully with the tools, archives, and support information available from askDebby.com... you'll be able to take the steps needed to create positive influences with your in-store signage and displays!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
In today’s economy more consumers are making shopping lists before they ever leave home and the good news is that many of the brand decisions and impulse purchases are made in our stores due to in-store signage and featured displays.
Shoppers actively engage with in-store signage during shopping trips, especially with end of aisle solutions (end caps) according to report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network as part of the 2009 In-Store Marketing Summit. From this report we learn from 999 people surveyed that signage attracted and influenced their purchase decisions in a noticeable way. Check out these percentages:
70% End of aisle display & signage (end caps)
62% Merchandising displays & signage
58% Department signage
55% Shelf strips (horizontal)
50% Shelf blades (vertical and perpendicular)
So what can a reatiler do to capture this sales opportunity?
What message you currently telling your customers? How are you sharing information about products and their features? After a quick walk-through of your store did you notice any changes or actions that need to be taken to make your marketing and sales messages more appealing?
Check this out. The display to the left scared me... can you imagine the condition of the chips at the bottom of the pile? Can you imagine what your customer might think about the handling of other products in your store when they see something like this? Here's the opportunity... manage the presentation of your displays. If you need fresh ideas check out the competition and see what they are doing right plus contact your distributor representatives, brokers, and sales managers to gather their input and suggestions. The exercise is well worth your time.
"Learn from the mistakes of others. You can't live long enough to make them all yourself." -- Carlyle -- from Whatever it Takes
If you need a tool to help plan out end caps and displays, check out the one I have featured this month on my askDebby.com/Resources page. It's a simple end cap planner that I featured in my 90 Days Out Marketing Tips for January TeleTraining that can be downloaded from my askDebby.com/Archives page.
Next step is get rid of handwritten signs!
Today retailers can create great looking signage right from their computers. By using the professionally designed print-ready and customized templates now available, retailers can share product attributes, quality standards, encourage sampling, highlight special displays & promotions, and drive sales.
Check out the example of using a customized shelf talker template to create a sign versus a hand written one from a blog post I shared recently: "Retail signage is more than a shelf talker - it's the attached message that can really count!"
TIP: Soon many shoppers will be looking for healthy, New Year resolution choices, why not offer them creative "solution" displays with educational information through signage that can help guide them to purchase!
A great place to get started with giving your in-store signage a face lift is by going to the askDebby.com/ShelfTalkerLibrary page or the askDebby.com/FeaturedShelfTalkers page and download some customizable templates. There is no charge. All of the customizable templates are available as MS Word documents and include editable text boxes where retailers can create their own messages.
To learn how to work with customizable templates and influence shoppers with in-store signage and displays, plan on attending one of the upcoming askDebby.com TeleTraining programs. To register visit the askDebby.com/TeleTraining page or click on the date link below that is convenient for you:
“How to Customize Shelf Talker Templates” FREE TeleTraining
Tuesday, November 17 at 8am EST
Thursday, November 19 at 3pm EST
Thursday, December 10 at 2pm EST
Thursday, January 14 at 3pm EST
TELE-TRAINING DESCRIPTION: Learn the basics of working with text boxes, shapes, and importing graphics into MS Word templates to customize shelf talkers including the ones available from askDebby.com/ShelfTalkerLibrary.
The hardest part of getting started is getting started. Hopefully with the tools, archives, and support information available from askDebby.com... you'll be able to take the steps needed to create positive influences with your in-store signage and displays!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
Posted by Debby Swoboda at 10/29/2009 5:48 AM 
Categories: consumer engagement,retail signage,marketing ideas,advanced planning
Tags: shelf talkers marketing tips signage in-store signage customer engagement
Categories: consumer engagement,retail signage,marketing ideas,advanced planning
Tags: shelf talkers marketing tips signage in-store signage customer engagement
Very nice article, helpful.
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Your tips on making shelf talker templates have been very helpful. Thanks!
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Debby, thanks for your article. It confirms my findings.
Today in order to be successful in retail it is about sending the right message to the right recipients. We specialize in optimizing the effect of the message and distributing it across the retail chain's locations.
I will not post our URL here, but feel free to contact me in case of any questions regarding this topic.
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