While the retail environment can enhance selling, the ability of in-store materials to communicate effectively has grown difficult as the sheer number of these materials has increased. That's according to a recent report by shopping research company Shoppercentric.
The typical shopper response to an overwhelming environment is either to leave or to ignore the 'noise'. This isn't always down to a lack of creativity; more often it results from a lack of consideration of shopper needs. Designers need to understand those needs may not tie in with the effect they wish to achieve with PoS.
Engagement, informed choice and ease of shop can only be achieved by rethinking the role of signage/communication. By understanding the key touchpoints and identifying the appropriate role of communication at each stage, you can develop a set of principles for signage.
Signage/communication must work with the environment. Relevance, clarity and simplicity are key. Only with these will PoS cut through.
In addition, one size will not fit all. In-store signage also needs to reflect the type of retail channel, the nature of the typical shopping mission, and the category.
Shoppercentric recommends retailers consider three key questions:
Does the signgage engage your shoppers?
Does it allow them to make informed choices?
Does it ease the shopping process?
Consultation between suppliers and retailers is essential to ensure that both retailer rules and manufacturer needs are aligned.
Has the number of customer complaints about the price of goods increased recently?
