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HomeNEWSWayfinding: how to direct the customer to the right place

Wayfinding: how to direct the customer to the right place

This is arguably one of the greatest challenges of the signage journey in-store. As a brand, how do you guide customers to where you want them to go – namely, to buy your product?

It’s been said that many consumers have already made up their mind about what they want to buy before they reach the store, thanks to shoppers consulting Google.

However there are exceptions. Supermarket shopping is one of the big ones. About 62 percent of shoppers at supermarkets don’t know what brands they will use before they shop, according to Hypermedia’s Ben Partington.

“The ideal sitation would be to prime the shopper when they first enter to even consider the brand in the shop. This could be trolley media, or floor media to tell you where to find it.”

Next, you need to get them to the aisle, and once there, have signage placement that catches their eye and is less taxing to look at than the thousands of other products on the shelf, he says.

Pennell believes that if signage is placed in the right areas and has the right messaging, it can definitely influence the customer journey.

“I think in this day and age of television becoming almost a redundant marketing medium, effective signage at POS can make a real difference in influencing buyer decisions,” he says.

On the question of whether creative displays bring better sales results, Palmers’ Janalle McMeekin says that as a garden retailer, the business has no shortage of amazing product to work with to build beautiful and colourful displays, but they must be shoppable too.

“We have regular internal merchandising display competitions and some of the photos we get from the stores are stunning; they get very creative and it gives the store a talking point with the customers too,” she says.

This story originally appeared in NZ Retail magazine issue 747 December 2016 / January 2017

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