In a competitive grocery world where AWG member retailers are trying to maximize each dollar spent by customers coming into the store, shelf signage is a proven tactic to capturing attention and driving sales.
To make that point abundantly clear, items advertised with shelf signage are sold at full-retail and result in an average lift of 30.8 percent.
In the complex store environment, brands must steer shoppers down the aisle, into the category, and to the shelf where they can close the sale. This is sometimes referred to as the 10–5–2 rule. At 10 feet you need to attract the shopper, at five feet the signage engages, and at two feet you need to sell the product. This strategy has success because 76 percent of all purchasing decisions are made in-store at the shelf. Surprisingly, some studies have shown that anywhere from 50.8 to 67.7 percent of purchases are impulse. One of the best ways to trigger these purchases is to catch the consumers eye with shelf signage.
Although digital advertising has been added to a grocery store’s repertoire, in-store signage continues to play a key role in selling product. Ninety percent of shoppers still buy groceries in a brick and mortar store, so the best way to reach them is with in-store signage. The numbers speak for them self, signage sells more product. Take a look at the chart above to see how signage impacts a variety of categories.
SIGNS…SIGNS…EVERYWHERE THERE’S SIGNS.
Contact Conor Middleton to start driving you sales with shelf signs today
