Maximizing Your In-Store Events: Signage, Tips, and Tools
8 Ways to Promote Your Post-Holiday Sales In-store
Savvy bargain shoppers know the first thing to do when entering a store is to check for sale merchandise. For retailers, this moment is crucial, and the goal is for customers to immediately take notice and see where the sale is in the store.
After peak season, when most retailers plan to offer post-holiday discounts, it’s important to make your sale merchandise stand out. Shoppers seek out these deals, with 60% of consumers planning to shop post-holiday sales.
1. Sale Signage
Begin with the store window to draw people in. Add banners and signage here to catch the eyes of passersby and create excitement around the sale event.
Your sale signage should be bold, clear, and strategically placed to intrigue your customers. Investing in signs that can be used in multiple ways depending on your store layout, entrances, and sight lines is great way to operate more economically and sustainably.
Choose colors that contrast well with the store background. Use large, clear fonts that can be seen from a distance. Red is always an excellent choice for “Sale,” followed by yellow for “Clearance.”
Keep messaging hierarchy in mind and implement a storewide signage strategy. Higher-level signs can be navigational and draw customers in to browse, while eye level signage, such as tabletop holders, are where the purchase decision takes place and should include details on the promotion and price.
2. Sign Holder Add-Ons
When you’re ready to replace your sign holders, consider making them versatile and flexible to accommodate sign add-ons like toppers or different sign orientations, or substrates. Also consider using adjustable holders for versatility in displaying various sign sizes and display heights. Sign holders are an evergreen element, be sure that they are a continuation of your brand’s image and representation.
Electronic Shelf Labels (ESLs): ESLs are a modern option to implement dynamic pricing that can be updated in real-time. Using add-on signs, colored frames, or decals attached to the ESLs can draw attention to the sale for shoppers.
3. Forms and Form Covers
Form covers that reflect the sale or promotional theme are a terrific way to continue signage throughout the store, communicating sales and messaging in a variety of places and styles. Another advantage is that associates can keep the bust forms on the sales floor without having to constantly change quick selling sale items.
Interactive Elements: Consider adding signage next to, or even on the form, draping signs on necks or using special sale aprons or sashes.
4. Fabric Banners
Fabric banners are a fabulous way to direct customers with added height and allowing for larger coverage to define the sale event space. They can be designed to fit in almost any space, whether on a vertical column, hanging horizontally across hard aisles, freestanding floor standing banners (if ceilings do not allow for hanging), or all the above!
Fabric banners roll up for easy, minimal storage and provide repeated uses. Plus, don’t forget to hit all banners with spotlights, (when possible) for an added pop!
Fabric banners can help to define the promo space and for wayfinding as well. They are also convenient as they easily roll up to store and reuse.
5. Tabletop Enhancements
Capture shoppers’ attention and pull them in as they move through the store with tables full of sale product that creates a sense of “treasure hunt.”
Red tablecloths (for knock down tables or to cover department concept tables) are an obvious signal to shoppers that “the sale is HERE!” along with the additional support of price point specific sale messaging on tabletop signs. This creates a winning combination to move your product.
Use Branded Tablecloths: Incorporate your logo or marketing message for a professional appearance that reinforces brand identity. This sale messaging add on helps with customer navigation and to define the sale space
6. Rugs and Floor Decals
Rugs and floor decals are easy tools for enhancing in-store sales, guiding customer movement and grounding sale spaces. Strategically placed rugs can define specific areas where space is limited, and full priced products must also live. Sale themed floor decals can provide the same function as rugs, at a lower and disposable cost. Both can be branded and have marketing themes incorporated to provide impact.
7. Sale Shopping Bags
Take advantage of planning and the fact that shopping bags are needed whether you are in a sale position or regular business. Think of sale specific shopping bags as giving you additional mini billboards scattered through the mall or city.
8. Stay Organized
Organization is key. Be sure to create a plan to set up the sale as well as how to reset the store after the sale ends. Most shoppers do not want to dig through a mess, and two-thirds of shoppers report that they have walked out of stores that are too messy, according to Forbes.
Also plan ahead for those items that can seem impossible to keep organized. Organizational tools such as bins, baskets and containers offer a variety of creative solutions. Categorize items by size or color to help customers identify the exact spot they should look explore further.
Most importantly, don’t forget to put yourself in the shoes of the customers. Think about what their journey looks like. Have you made it easy for them to find the sale product, and are you encouraging them to shop as long as possible?
Additional Tips for a Profitable Sale Event and Beyond:
- Seasonal Updates: Regularly refresh your signage to reflect current promotions, holidays, or new arrivals.
- Kit of Parts: Invest in quality sign holders that can be reused. Form covers, banners, rugs, can be placed in the window and throughout the store to get maximum visibility. Once you create and have these items on hand, they can be redeployed each promotional period. A comprehensive kit that can be reused each quarter is a great long-term investment.
- Engaging Designs: Incorporate memorable images and graphics that resonate with your target audience and tell your brand story. Sale signage doesn’t have
to be boring! Incorporate your brand personality through creative graphics, icons, and imagery. - Customer Feedback: Monitor customer responses and be willing to adapt based on what draws attention and drives sales.
Incorporating these strategies and tips will not only enhance the shopping experience for your customers but will help boost your post-holiday sales!
By keeping your store organized, your signage fresh, and your brand personality visible, you can stand out and create an inviting, memorable atmosphere that encourages shoppers to return.
