Manager Stephen Barnes says the reason for his success is simple: he's got a double edge. "The Edges are absolutely 100% responsible for this," he says, referring to Abbot & Shapiro's The Edge System with its retail automation technology and The Edge Retail Academy and its beyond-cutting-edge coaching.
Tick-tock, tick-tock, the clock is ticking down to summer’s end. No doubt many of us will be ending the summer season the same way we started it - with backyard barbecues.
It should come as no surprise that my friends know that I like to cook, so this time of year I often receive frantic phone calls from them asking what easily prepared but impressive dish they can bring to a barbecue or party. I am sharing with you two easy and very healthy potato salad recipes that are always a hit.
Why is point-of-sale signage so critically important? There is a brief "Window of Opportunity" you have with every consumer that engages a contact point with your business, either by walking past your store, entering your store, and/or viewing one of the marketing communications you have placed to promote your business. Many market researchers will argue that this "Window of Opportunity" is a mere seconds in length. When your availability to connect with your customer only lasts a few seconds you better WOW them with your message or experience if you expect to capture their business. Even with your "regular" customers, both the number of product options available and the increasing number of media/information channels have eroded the traditional brand loyalty of this consumer. The result is that many more buying decisions are being made in the store itself. It means that shoppers are susceptible to impressions and information they acquire inside stores. Industry marketing guru Pamela Danziger states this eloquently in her book "Let Them Eat Cake": "Over 95% of consumers buy something other than what they went in intending to buy when shopping in a store selling luxury goods."
With quality point-of-sale signage you can have a considerable effect on the traffic flow in your store, the products your customers ultimately purchase, and the products your associates choose to sell. When planning the positioning of your signage, you will most probably do this when the store is empty. Signs are intended to capture their audience and most attention when the store is crowded or full, particularly at Christmas, so take this into account when you are planning your signage strategy. Make sure that you don't put signage where it will be blocked by your customers when they are shopping, and placing a sign just because you have available space for it is a waste of effort and money. Focus your attention on using strategic available space wisely. As with real estate, think location, location, location.
The 4 Types of Signage
When planning your signage strategy, it is of primary importance to match the type of sign with the correct message zone for each sign. Once again, think location, location, location. Listed below are the message zones in order of importance.
We have established that location and matching the type of sign with the correct message zone must be priorities to maximize the effectiveness of your in-store signage. Another cardinal rule is to limit your text, and live by the 2-second rule. You have a limited "Window of Opportunity," so use it wisely and stick to your primary message.
When planning your in-store signage strategy, remember that your objective is to motivate consumers with in-store visuals. This means directing them to those products or services that produce the greatest return-on-investment for your store. Direct the traffic flow accordingly and motivate them to purchase with your messaging. Rely on your core vendors to supply you with professional graphics. Most vendors, especially those trying to establish a brand presence in the minds of the consumer, have graphics available free of charge. Last but not least, frequently change your in-store signage to keep it fresh and new, and do so continuously through the year not just during the Holidays. In-store signage is an extremely powerful marketing tool that enables you to influence the buying behavior of your customers at a very marginal cost.
David Ramirez is Executive Director of Brand Development for Dangler Studios in Sarasota, FL. He has a BS degree in Communications from Boston University with a double minor in marketing and advertising. His twenty seven years of industry experience include seven years at J. Walter Thompson as a brand consultant to the Diamond Trading Company, and other notable industry leaders A. Jaffe, Frederick Goldman, and Spark Creations.
Let’s face it, there should be no denying the bead craze that has swept through the jewelry industry. If you’re anything like I was about a year ago, you may find yourself in quite a quandary, asking yourself, “How will my store handle beads?”
Well, like it or not it’s time to cast your lot into this crazy new world of beads. As a fellow retailer, it’s only right that I share with you some of my experiences and a lot of what I have learned. The power of this concept is not without merit. These little beads generate incredible merchandise turns, decent profit margins, and almost fanatic followers. It’s a craze that we haven’t seen in many, many years and, for some stores, it’s been a savior.
I was shocked, to say the least, and very disappointed. I had just quoted a retail price of $75 for a sapphire I knew would cost me $50, and I also offered to set it for free. My customer’s incredulous reply, “Is that the best you can do?” I was friendly, of course, and replied that was a great deal, but the customer left anyway.