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July 1998 |
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| 'Good, Better, Best’ Should Be Your Signage and Graphics Mantra |
by Stephen J. Alexander
President, Automotive In-Store Marketing |
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| Stephen J. Alexander |
THE FAMILIAR RETAIL “good, better, best” premise/theory is multi-purpose. It works as well for your store signage and graphics as it works for placing your brand and product offerings on the shelf and positioning them in your customers’ minds.
Good graphics and signage do the selling job for retailers in a cost-efficient way.
Better graphics and signage do the marketing assignment for retailers in a cost-efficient way.
Best graphics and signage do even more than the first two: they please the customer during his or her shopping experience, provide excitement in the shopping environment and bring more money per ticket. And . . . best graphics do all of the above in a cost-efficient way.
So . . . good graphics and signage within a store perform the expected minimum. The customer’s expected minimum, that is. Good graphics and signage tell the customer, before he enters the store, and upon entering the store, (1) what the store is about, (2) where merchandise is located, and (3) what’s on special.
And . . . better graphics and signage market to the customer. If he comes into the store looking for a specific automotive item, his mindset is already in the automotive parts, accessories, chemicals, equipment purchasing mode. So, why not expand his purchasing horizons to other items in your store?
But . . . best graphics and signage do the complete job for you. Your customers will leave the store happy, feeling that the automotive supply experience is complete. They’ll feel good. Most likely, they’ll come back again when they’re in the “automotive buying mode” to find out what’s new, what’s on sale, even when they don’t need anything specific to keep their vehicles running. Hallelujah!
THE FIRST QUESTION on the table when it’s time to develop new signage is to develop a point-of-view. Ask yourself if you truly desire uniqueness or if you are convinced that you should follow another auto parts store example, because you perceive that perhaps the “big guys” must somehow have it right.
The point-of-view will dictate the choice of a stylistic approach; upscale, low price, value oriented or even nondescript.
Remember, today’s consumers want to “see” and “feel” a real difference between competing stores. Consumers want “attitude.” A common mistake is to emulate others, which causes immediate confusion. My advice . . . forget the ordinary, the mundane and boring signage that is all too common in our industry. Your store is special, unique and thus deserves its own identity. . . its own brand look . . . its own decorative style.
Start with your corporate colors and integrate these into a consistent theme. Avoid monotones and stark light-dark contrasts. Choose copy that clearly identifies the store’s product group organization structure. Incorporate positioning statements that will direct the consumer’s mind toward a set of beliefs that you want them to take home.
Printing methods are critical to insuring that the execution does not demean or lessen the message strength through poor production values. Today’s digital printing technology permits both low cost small quantities and the ability to rapidly change or modify any sign or graphic in the store. Finally, the technology allows so many great output choices. Digital printing is available in numerous quality resolutions; from ordinary Digichrome to the latest advances in near-photo quality signage called Light-Jetting.
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The retailer in you will notice the increased average ticket, while your human factor will enjoy knowing you have happy customers.
What makes best graphics and signage?
- Color: bright pleasant happy colors. A color scheme for your store is mandatory.
- Content: easily-read words, clear lettering, large enough for middle-aged eyes, easily-understood phrases which are straight forward. This is not a “most clever” contest.
- Size: big enough to be seen from where your customers first enter the store, and from other logical stopping-to-get-my-bearings spots. Don’t make this an eye test, or your store a treasure hunt site.
- Placement: logic must prevail here. For example, if you have large department signs like “Electrical” or “Chemical,” place your signs where you place that merchandise. Customers get frustrated when they spot “Electrical” signage, walk to that location and find floor mats there. For another example, if you’re promoting a special, place those signs so your customers’ next moves get them to that special.
- Use of current signage technology. Unless you’re bottoming out as a low-price-only king, no handwritten signs. Planning is crucial before you order. And, spell- check helps. My favorite grocery sells “avacadoes” and “canteloeps.” But when products are as high-tech as in our automotive business, incorrect spelling on signs robs customer confidence in our expertise.
The hierarchy of interior store signage is (1) main store positioning that dominates and is probably over your parts center; (2) store-within-a-store like “Accessory Center”; (3) department signs like “Car Care”; (4) category signs like “Waxes”; and (5) signage for individual product on sales, specific such as SKU signs which are on shelves or endcaps.
The hierarchy of signage has an objective. It is to help the customer organize his mind for the shopping process so that it is painless for him, and profitable for you.
Together, signage and graphics can bring out the best in your store.
Stephen J. Alexander, president of Automotive In-Store Marketing, is a member of Aftermarket Business’ Retail Advisory Board. To reach him at his Sanibel Island, Florida headquarters, call 239-395-9203, or e-mail, salexander@autoinstore.com.
COPYRIGHT NOTICE:"Reprinted with permission from Aftermarket Business, July, 1998, page 58. Copyright by Advanstar Communications, Inc. Advanstar Communications, Inc. retains all rights to this material." To subscribe to Aftermarket Business, call 1-218-723-9477 or email fulfill@superfill.com.
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