Your in-store checklist for promotional signage September 8, 2015 0 comments Before ordering your POS printed materials or before you carryout any merchandising, ask yourself the following questions to ensure you’re getting the most from your in-store marketing. Is it simple? The messaging across all promotional signage needs to be clear; too much information can often cause confusion whilst too little information can lead to abandoned purchases. You should be able to convey the main points in your messaging in 5 seconds or less. If it takes longer, shorten your message! Is it consistent? Despite the messaging being different, all promotional signage across your store should be visually consistent in regards to layout and colours. Different colours and font styles can often look messy and unprofessional. Is it on brand? Remember all signage and imagery should be in-line with your brand. For example, if you’re a high-end boutique you may want to use POS to highlight new collections opposed to several special offers.Also remember to use your brand colours, font and logo across all promotional signage where possible. Are there any mixed messages? Sometimes POS signage can become confusing, especially if you’re running lots of offers at the same time or if the offer is only applicable on a limited number of products. For example, if you place a 3 for 2 sign on top of a shelving unit, try and make sure everything on this unit is in the offer, if it’s not, try and be specific in your POS messaging about what is included. Ready for a refresh? Analyse how your customers interact with your promotions and how they move around your store. Using your results from this analysis, try to refresh your offers, display stands and merchandising fortnightly or at least monthly. When merchandising it’s always a good idea to refer to your best-sellers list to ensure they are in the most prominent positions with your store.