Instore Signage: Simplifying Communications

Successful retailers simplify communications. They make it easier for consumers to find and experience value. They also make it clear and straightforward for consumers to explore, find, and buy more.

They do so in a number of different ways:

Successful retailers are consistent from store to store. A consistent system is always better than an inconsistent system, and levers the value of the entire retail network. With consistent signage, the consumer does not waste time deciphering how individual stores work... and consequently spend more time finding and responding to value. They also build a single, strong brand image of the retailer.

Second, successful retailers make it easy for consumers to differentiate messages. Service messages need to be distinguished from promotional and event messages, and all of these should be separate from corporate policy messages. Each message type has its own importance, its own urgency, and needs to be delivered in an appropriate manner.

Finally, and most importantly, less is more. The most effective way to limit the basket of a consumer is to turn the store into a visual, if not a physical, obstacle course. This induces stress. The stressed consumer will simply put blinkers on, shop entirely to their "must do" list, and get out of the store as quickly as possible - more often than not, feeling negative about the process.

Simple solutions require a clear understanding on the part of the retailer as to what does need to be communicated to the consumer, when, and with what priority. They also require the capacity to restrain POP from floor stockers to shelf talkers, from counter displays to window dressing or storage. In almost all cases, an over-signed store will do less business than its minimally signed equivalent.

Good communications systems are built on a consistent message hierarchy that is cost effective and easy to manage in the longer term - all the while reflecting core brand positioning. Investment in effective communication strategy, systems, and execution is often the single best area of investment that retailers can make. It puts the odds in their favor of capturing the attention and spending power of consumers who are already within their stores, levering all the other investments that make up a retailer's value proposition.

Design Vision - Positioning our Clients for the Future

Delivering strategic differentation is our job. Now in our 15th year, Design Vision continues to work with leading retail clients, assisting them to take advantage of opportunity today - while helping position them for the future.

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