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Harford County Signs and Banners Blog

Ho Ho Ho – Holiday Signs Already Here

Friday, November 21, 2014

Image courtesy of Danilo Rizzuti at FreeDigitalPhotos.net

Signs of the holiday season range from retail shelves stocked with red, green, silver and gold ornaments, to the bell-ringing collection canister outside every retail establishment and the holiday music blaring from store speakers before Thanksgiving. But the literal signs that communicate to holiday shoppers are most important.

You need signs in your retail location to help customers have a satisfactory holiday shopping experience. All too often during the frenzy of holiday buying, customers go to the wrong line, find an item that is mis-marked, or simply can’t find what they’re looking for because there is no signage in the store communicating to them. The result: a frustrated customer who won’t return or who will tell his or her horror story both at holiday cocktail parties and on social media.

Whether you choose to use large digital monitors or attractive easel-back point-of-purchase signs, get your communication started. If you have a hot item, or a deal of the day, use a sign to highlight it and guide customers to its shelf. If you have sale items, clearly communicate the sale price with signage that is unmistakably associated with the item. Signs should be on the correct fixture, next to the correct merchandise and clearly spell out the sale. Is it 50 percent off the original price, or 50 percent off the current marked price? It makes a big difference. Save your staff a lot of time by having signs in the right places. Also, mark your check-out lines. If a line is express or a specialty line, make it clear with friendly signage.

Finally, your staff should be both identifiable and available. Identifiable means in a uniform with nametag or store logo on it. Customers shouldn’t have to ask, “Do you work here?” and risk asking someone’s Aunt Mary who just happens to be browsing the shelves today. The easier you make the shopping experience, the more likely you are to have repeat customers and referrals.

Happy signing!


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