The Importance of In-Store Signs

Excerpted and adapted from How to Succeed in Marine Retailing by Ben H. Sherwood

Some customers don’t want to be waited on when they first enter your store. Greet them, but if they don’t want to be waited on, leave them alone for a while. This is where signs kick in. In-store signs are silent workers.

Point of sale sign example

Point of sale sign examples
sign4

Why use signs

  • Direct people to the departments and products in which they are interested
  • Point out features and benefits
  • Lead to impulse purchases

Where to use signs

  • Departmental signs. Overhead signs direct people to departments such as parts, service, sales, and accessories.
  • Point of sale signs. Call attention to sales, specials, new products, prices, markdowns, and package deals.
  • Shelf talkers. Give customers product information, features and benefits, and reasons to buy.

Suggested topics for point of sale signs

  • Sales or sale prices
  • Clearance or markdowns
  • Specials
  • Stock reduction or overstock sales
  • Winterizing specials
  • Spring tune-up specials
  • Christmas specials
  • Merchandise package specials—safety packages, etc.

Other uses for signs

  • Use signs to suggest a related product when customers are buying a part or accessory.
  • Have in-store signs that tie in with your outside advertising—flyers, newspapers, radio.
  • Banners are good for special promotions, sales, and holiday specials.
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About Ben H. Sherwood

Ben H. Sherwood is a marine industry veteran and a marketing consultant who operates Sherwood Marine Marketing in Pleasant Prairie, Wis. For more info, click About on the main menu.

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