Using Retail Signs to Improve the Customer Experience
As consumer behaviour continues to shape the retail industry, it’s become increasingly apparent the way to gain influence with shoppers is to improve the customer experience. A recent article about luxury goods in the Australian Financial Review supports this but there’s no reason why the same principles can’t apply to grocery, discount and other CPG retailers, as well.
See it, feel it, buy it: the new customer experience describes an almost seismic shift in luxury retailing where consumers are heavily influenced by the shopping experience. In fact, many are no longer investing in a product but more interested in investing in the experience of shopping for the product. This is particular true with the Baby Boomer and Generation Y demographics. If you’ve passed by an Apple store in the last five years, you’ll see this trend in action. People go to the shop not just to select a product but to take classes, play games, have repairs made and chat to other shoppers about Apple products.
Improving the customer experience
So how can retailers improve the shopping experience? Free samples are rife in grocery stores but plenty more can be done. Inside Retail suggested one of the top trends in virtual merchandising for 2014 is going to be “Play with me signage”. As a result of placing in-store tablets in the aisles at bottle shops, Coca-Cola Amatil has seen a 40% increase in sales. Why? Shoppers use the tablets to find cocktail recipes provoking them to buy more products.
Effective use of store signs and tickets
Recipes are not limited to cocktails and the popularity of cooking shows on Australian television demonstrates consumers are game to try their hand at new things. While food producers have long packaged items for convenience, retailers could create signs to help shoppers figure out their own recipes, combinations and menu additions. It’s easy to create signs showing:
- Complimentary herbs and spices for specific meats
- Easy marinade recipes
- Stir-fry combinations, both vegetables and meat
- Food and beverage matching, expanding beyond wine to beer, cocktails and soft drinks
- Flour and grain combinations for home-baked bread
- Muesli ingredients
- Internal temperatures for cooking meat and poultry to order
- Ideal recipes for using up leftovers3-course menu suggestions
- Short videos showing cooking techniques
- Creative combinations for lunch boxes
- Tasting notes for things like coffee, chocolate and cheese
- Staff recommendations and favourites
These are just a few examples of how retailers can use signage to increase the value of each shopping cart. Even if you don’t have tablets or digital signs in your store, you can include a QR code on printed signs and tickets that will take the shopper to your website where they can find more information. With up to 80% of grocery shoppers using smart phones, you can print information on promotional signage that your customers can photograph.
Consumers are responding to an improved shopping experience. Your retail signs and tickets are an easy avenue to engage your shoppers and help them make their shopping more satisfying. By providing free information, suggestions, hints, tips and recipes, they’re more likely to fill their shopping cart and act on the inspiration you’ve provided. Call us if you'd like more ideas on how retail ticketing and signs can help your create a better experience for your shoppers.