Now’s the time to improve your store signs.
Whenever I am talking signs with a garden center retailer the first thing I ask them to do is to take the 360° test. Stand anywhere in your retail space and take a slow spin and count the number of places you see your logo or branded identity. I joke that in many instances a consumer might think they are at Monrovia Nursery.
If this sounds like your retail space then it might be time for a make-over. Spring will soon be upon us so there is no time like the present to get started.
Here are a few simple ways to start the process:
- Clear the clutter – Now is a perfect time to take on a review of your store layout. The first order of business is to remove everything (as much as is possible) from existing fixtures or display areas. You can also take this opportunity to perform a purge of some products that are doing nothing more than taking up space. Create three categories – keep, clean up and dump. Make sure you keep track of anything you might toss. You can take these items as a business loss.
- Define the site lines – Now that you have cleared the deck try to experience your garden center as a customer might. Start from the parking lot. Is it clear where you should enter and exit? Where do I find carts? Is the check out area obvious and fit the natural flow? Once they enter either the store or nursery area is there a walkway that helps to move you through the shopping experience? If you answer ‘no’ to any of these questions, then that is a good place to start. Again, clear the clutter, move fixtures or displays out of the way. You can move back what you need and again, determine if you need to purge.
- Establish a style – A good way to begin to establish your brand is to establish a style sheet of sorts. Identify elements like your color palette, approved logos, typeface, images and graphics. You should establish a template of sorts not only to insure your presentation is consistent throughout the store, but also with your other marketing such as website, print and even social media. Each element of your store signage should contain the basics: logo, graphics, color scheme and photos.
- Focus the message – Show, don’t tell. Each sign is going to have it’s unique purpose. Some will be used to identify departments; others to help direct shoppers and others will be to call attention to specific promotions – these could be seasonal, product specific and promotional in nature.
Are you decorating your store, or displaying your product?
A quick definition of a display – it should have three key elements: fixtures, sign and product. If any one of these elements are missing it isn’t a proper retail display. Each display should have a clear purpose and either inform a purchase decision or inspire them to take on a project or try something new.
If you need help with your store signage then contact us and we’ll walk you through the process and help you with your project.
