Signs of the Times

Published: 22 Jul, 2009

Can you imagine finding your way around an airport or railway station, or along a motorway, if there weren't any signs?

How many staff would an airport need to answer customer queries if there were no signs? I’m often told customers don’t read signs. Rubbish! Imagine the chaos that would ensue if the signs in the examples above were taken away!

But, of course, as in all things, there are good signs and bad signs. Too often people tend to put too many words and too much information on signs and this can put people off reading them. Consider the signs you find in airports and motorways – they are short, concise, and have a very clear message – ‘Arrivals’, ‘Departures’, ‘Coaches’, ‘Next Exit 500m’. These signs are all designed to make life easier for the customers, to help them to be able to help themselves, to make it all easy and convenient.

I recently had cause to buy some presents for my two grandchildren on a trip abroad. I decided to buy clothes because they are light and easy to pack. One grandchild was two at the time, the other about to be born, both girls. I fronted up to the well known clothing store and as I entered I saw some signs, one of which said ‘Children’s Clothing →’, so I headed off in that direction. When I got to the department I saw two more signs – ‘Boys Clothing’, ‘Girls Clothing’. I headed to the girls clothing. When I got there I saw several more signs – ‘0 -6 months’, ‘6 months -18months’, ’18 months – 3yrs’, ‘3yrs – 6yrs’, etc. For the unborn granddaughter I went to the ‘0-6months’ area, for the two year old to ‘18 months – 3yrs’. I made my choices, headed off to the pay station, and left a happy man. There were staff around, the checkout girl was friendly, but the signs made it easy and convenient for me to make my purchases without their assistance.

So what’s this got to do with garden retailing?

Well, to many people garden centres can often be a bewildering and confusing environment –so much product to choose from, strange unpronounceable names, so many do’s and don’ts. Confused and bewildered is how I mostly feel when I visit a computer shop, and I invariably leave without buying anything!

Like many retailers, garden centres are feeling the pinch at the moment, and one of their first lines of defense is to cut back on staff. So who is going to sell to the customers, how will they find what they are looking for if there are no staff?

Answer –Signs!
There are many different types of signage in a garden centre; - branding signs, category and sub-category signs, product signs, promotion signs, and services signs.

All are important and play a role in the success of the business, but for the purposes of this article the focus will be on product and promotions signs. Having said that, it is important to develop an integrated signage system ,so that every sign in store reinforces the brand colours and logo and conforms to a common design and format.

Category and sub-category signs are the direction pointers, the girls and boys clothing signs I talked about in my example. Category signs are the broad product group – Climbers, Roses, Garden Trees, Pots and Containers, Potting Mixes – and show customers in what general direction they should be heading to find these products.

Sub-category signs break the department down into a bit more detail – Evergreen, Deciduous, Flowering, Red Flowers, Pip Fruit, Citrus, Berries, etc. 

Both types are permanent, the category being larger and readable from across the garden centre, the sub-category smaller and readable from about five metres.

When well implemented, product signage results in very significant sales increases. In addition good signage reduces costs by encouraging more customer self service when browsing, which is less expensive than face to face selling.
The product signage should be used in conjunction with a customer friendly layout, promotional activity, and value pricing, if maximum benefit is to be achieved.
It is important that signs be customer friendly, quick and easy to read, and attract the customer’s attention.
Customers want three pieces of information about a product:

• What can I use it for? — Its use or purpose.
• Why should I buy it? — A benefit or reason to buy.
• How much? - What is the price?

Customers do not really care if it is a F1 hybrid variety bred in America, with a PVR and propagated by tissue culture. Nor do they need to know cultural instructions—the work side of the plant - at this point (this information is on the label, where the customer looks once the sign has created interest) .

There are three types of product signs:

• Standard product benefit signs—usually A3 or A4.
• Promotion / Value signs – to highlight products and value – usually A3
• One liner ‘Attention Grabbers’ / Ideas signs - usually A5

By using a balance of these 3 types, and adhering to a common design and format, it is possible to maximize the selling message on more products without over signing, or creating signage pollution.

When creating your own promotions and benefit signs there are some simple rules that you should follow;

Do …..
• Use customer friendly words
• Use a maximum of 10 words  - to be read at a glance
• Use the key purpose / key benefit as the heading, rather than the plant name which can be written beneath the heading if deemed necessary
• Use a bold red price to create a perception of value.
• Use a good, sturdy sign holder
• Position the sign in the centre of the display, at eye level.
• Make signs double sided when display can be viewed from several angles
• Ensure signs are in the store colours with the brand / logo at the bottom

Do not….
• Use botanical names or nursery jargon
• Use too many words
• Use descriptions and cultural instructions on the sign
• Use supplier’s signs unless the product is a well known brand leader and the signs are implemented in a manner consistent with your own signs. Many different signs from different suppliers in different colours and styles creates confusion and signage pollution

This article has been written by John Russell with information extracted from The Brett & Associates Merchandising Manual. 

Look here for more information on signage, signage templates, and personalized signage service. 

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