Navigation and Promotional Awareness

This apparel retailer wanted to know how signage and merchandising exposure rates are influenced by store layout, customer traffic patterns, and operations.

What

So What

It is a rarity that solo shoppers are NOT the most predominant group in a store. Shoppers were observed bumping into fixtures and having difficulty navigating around popular areas. Shoppers voiced their difficulty with navigation issues.

Shoppers reached a signage saturation point after reading two signs. Signage clutter caused shoppers to tune out messaging.  (Promotional signage topped almost every store fixture.) Of the 45% of shoppers who knew about the special promotion, there was some confusion as to what the promotion was.

What Next

In sections identified as heavy group shopping areas, create space for groups of two or more to shop and move comfortably. Dual-faced displays will accommodate more than one shopping group at a time. Streamline the promotional strategy by breaking up the signage similarities through use of color, visuals, and variation. Simplify promotional strategy and messaging.

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Here, There, and Everywhere?

This food manufacturer wanted to quantify whether or not featuring displays in multiple locations within a specific store type would increase overall conversion.  Locations studied were: in aisle (primary), checkout (secondary), and test positioning (outposts).

What

Of those who shopped each position, 75% purchased from either the aisle or the checkout and ZERO purchased from the outpost displays.

So What

Shopping this category in this store was pure convenience; it was not the primary mission in the store, nor was it a behavior of many overall consumers.
Shoppers had set pathways and purchase patterns in this store type and shopped very habitually.

What Next

Money spent on outpost displays may be better spent improving displays where shoppers are more familiar and comfortable shopping.

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Streamlining Store Messaging

This C-Store client wanted to determine customer awareness and impressions of interior and exterior signage at retail locations. The client also sought information to improve the current signage and store design.

What

So What

Over half of the shoppers were males between the ages of 25 and 45.
The majority of frequent shoppers were aware of the fountain drink special.
Pumping gas provided a captive audience facing in one direction for a significant amount of time.
The overall percentage of shoppers that viewed interior signage was on par with Enviroselll benchmark data.

What Next

It is important to design promotions that cater to the store’s predominant demographic of the store. Signage and brochure imagery and content must match shopper audience.

Because most customers visit once a week or more, there is a need for frequent turnover of merchandising/promotions and for signage to target different products to capture shoppers’ attention.

Reposition signs within the sightlines of shoppers pumping gas to increase exposure. Display more text heavy promotions for different products on alternate pumps.

Even though the overall interior signage viewing rates were normal, the percentage of morning shoppers viewing interior signage was low. Place signage for breakfast sandwiches or other breakfast promotions at the coffee section to increase exposure rate.

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