Whenever people think of attracting the attention of consumers within stores, one of the first things they tend to think of is marketing. “How will my advertisements attract consumers?” “How do I lead
customers towards certain items?” In such cases, what you should be focusing on is merchandising.
Merchandising is the act of promoting items and products for sale within retail outlets. Here’s an example: You enter a store and you’re looking for a specific product; however, you become distracted by a similar product that is displayed on an end-cap (the end of aisle display) and decide to buy that instead. Maybe you even found a few other products along the way, ones you didn’t expect to grab, but, hey, you were attracted to them by “your own intentions.”
An example like this isn’t organic — you’re not willing yourself to seek out these products and buy them. Instead, merchandised products are taking hold of your attention, influencing your purchases in ways that you did not expect. For retailers, this is the absolute benefit (and importance) of merchandising. With proper merchandising, you can effectively sell back-product that you are attempting to clear from shelves, you can further the leverage of one company’s item over another (think Pepsi vs. Coke), and you can promote sale items either of the day, week, or month.
Just think of how important it is too grab your customers’ attention:
- Consumers see an average of 3,000 ads and promotions every day
- When given the option of two brands and the same product, customers tend to make their decision in the matter of 3 to 7 seconds
- 6 to 10 in-store purchases are classified as impulse purhcases
- Although consumers research products online, 77% of them enjoy shopping in stores
That’s a lot of ads, promotions, and products to interact with every single day. You, as a retailer, want to be certain that you care capturing their attention before it is either (1) lost or (2) drifts towards something else. One of the foremost ways to assure this is to utilize proper signage within your storefront. While you’re likely used to the most popular versions of signage, ones you see all around the store — flyer stands and display racks near the entrance; clear plastic hanging signs and metal free standing sign holders, there are others that are just as effective, if not more.
Glass Door Signs and Signs for Windows
The first things that consumers will interact with when entering your store is the outside of it — doors and windows. Consider posting large sale posters within storefront windows, while pasting signs onto the fronts of your glass doors (such that they will see them and interact with them while entertaining your store).
Suction Cup Signs
Freezer cases, refrigerated cases, deli cases: Suction cup signs are a simple, surefire way to post signage on enclosed, glass cases and keep almost immediately secure the attention of buyers. This lively, protruding signage can effectively wander into the sight of a consumer, whether featured either behind doors or in-front of them. If these signs are featured behind refrigerated doors and freezer doors, consider utilizing plastic sign and plastic tag protectors, as they will help keep your signage from wearing out due to humidity and moisture.
Plastic tags covered with plastic tag protectors are a great way to keep customers attention while traveling through the aisle. Consider printing plastic tags with clear plastic tag protectors that will lead customers gaze towards certain items; large font prints with plastic tag protectors that can be placed within deli and refrigerated cases so that they won’t be harmed by moisture; brightly colored, clearly labeled tags with plastic tag protectors that can feature items within freezer cases with ease. It might seem that plastic tag protectors might be a bit much — something you don’t need for your UPC tags and sale tags, but it’ll save you time and money while not having to constantly reprint tags over and over again.