Dive Brief:
- Grocery store signage is becoming more sophisticated as technology advances and consumer demands and preferences become more complex, according to Progressive Grocer.
- The push toward online shopping, where shoppers have a wealth of information at their fingertips, is driving grocers to better leverage in-store signage, not only to differentiate brick-and-mortar from the online experience, but also to compete with local retail rivals. Several innovative signage and merchandising techniques are being deployed, including interactive kiosks, digital menu boards, signs with embedded QR codes, and beacon and sensor technology.
- “As focus grows on convenience and quick-pickup shopping, the customer experience will continue to be enhanced with more custom signage,” Mark Ahrens, Business Development Manager of Comet Signs LLC, told Progressive Grocer.
Dive Insight:
Signage serves a multitude of purposes throughout the grocery store, including highlighting special merchandise selections like organic, local or ethnic offerings, providing consumer education, communicating prices and promotions, and — in general — helping with directions and way-finding.
Grocery signage is also evolving with digital technology. Signs featuring scannable QR codes have increased in popularity as smartphone use has proliferated. With a quick tap or swipe of the phone, consumers have access to a plethora of information from product nutrition to recipes to food storage tips.
Interactive kiosks are being deployed in stores to supply shoppers with a wealth of personalized information at their fingertips and make the shopping process more convenient. Some stores have kiosks that print coupons, provide promotional information, give help with loyalty programs, and offer nutritional information and recipe ideas. Some more advanced kiosks serve coffee, count money and even help with shopping.
Service-oriented departments like the deli and foodservice areas are installing touchscreen kiosks for shoppers to place orders, which provide multiple benefits. For shoppers, it’s quick and convenient, and allows them to carry on with the rest of their grocery shopping rather than waiting in line or for their number to be called at the deli counter. For retailers, it can be both a labor saver as well as customer service enhancer.
The frequency and immediacy of information also comes into play with store signage. Gone are the days when a costly sign package was deployed and remained in place for a year or more. Today’s consumers expect fresh, interesting and exciting new shopping experiences each and every time they enter a physical store. Sign innovations now enable grocers to quickly and easily swap out signs monthly — or even more frequently.
Digital signs — and digital menu boards in service departments, like the deli, bakery and foodservice areas, for example — allow immediate updates as needed based on season, current events, even time of day. Different “signs” can be communicated on a store-by-store basis based on local market demographics, tastes, interests or other differentiating characteristics. Since digital signs are controlled by the back office or another central location, making changes won’t distract floor staff or customer service personnel.
The future of in-store signage is all about digital, automation, beacon technology and imbedded sensors. These kinds of technological advancements not only enable a more personalized and customized shopping experience for the consumer but also can provide a more measureable and accountable system for grocers.
“Our platform enables in-store merchandising to engage directly with shoppers’ smartphones, delivering product videos, ratings and reviews, coupons, and other relevant content,” founder and CEO of Shelfbucks Erik McMillan told Progressive Grocer. “In the future, we believe every in-store campaign will be measurable, adjustable and more effective.”