Shelf Signs = Dollar Signs

February 18, 2016By At Shelf: Signs blog series, Behind the Shelf Blog, Brand Marketing

by Jen Johnston, part 1 of the At Shelf: Signs blog series

I read some interesting stats last week.

  • 9 out of 10 consumers purchase items not on their shopping lists.1
  • 57% of shoppers spend more than they plan.2
  • 81.3% of all consumers are influenced by ads on shelves.3

However, the most exciting stat I read was this one:

  • Product sales can increase 65% with shelf talkers.4

Wow, a 65% increase in product sales! Clearly, shelf signs affect shopper behavior. What can a manufacturer use shelf signs for?

  • Familiarize consumers with a new or existing product
  • Draw attention to a limited time offer or an instant redeemable on-package coupon
  • Introduce new packaging

The goal of a shelf sign is to grab the attention of a passerby and get them to pick up your product. A shelf sign alone will not sell your product, it will only pique interest, so resist the urge to include a litany of all of your features and benefits – it will NOT be read.

Work with the retailers who shelve your products to understand their rules for shelf signs. Some have very specific policies when it comes to the types of shelf signs that can be used, others have policies that are much more lax.

Over the next few weeks, I will talk about the many different types of shelf signs beginning with an overview and then diving into the specifics of when each sign should be used. I’ll also talk about best practices for shelf sign design.

Are shelf signs part of your pull-through strategy? What successes have you found through shelf signs? If they are not part of your pull-through strategy, why?

  1. The Integer Group and M/A.R.C Research, “The Checkout (shopping lists)”
  2. POPAI May 2012, “Shopper Engagement: To Touch Is To Buy”
  3. BIGinsight MBI – Jun 2012
  4. Charles Lamb, et. Al, “Essentials of Marketing,” 2011

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