How many times do you wonder why shoppers have not seen a sign, why they can’t find products you think are easy to find or expect you to sell something you have never stocked?
Shopper blindness is a common discussion among local small business retailers.
I don’t think shopper blindness is the issue. I think it is that we overwhelm them with information, colours and displays. We give them too much.
In 2023, we are in an era of retail where less is more. This is an era of the retail edit, where people can more easily see because of what you hav edited out.
- Edit. Stand at the front of the shop and review your signage and edit the mix.
- Posters. Do not use magazine or newspaper posters. There is no evidence doing so increases sales.
- Housekeeping notices. Have all customer notices in the one unobtrusive place.
- Call to action signs. If you have items on sale or discounted, place them all in the one clearance location.
- Product signs. For product signage in-store, be consistent in style and look. Smaller signs next to products will work better than big signs from the ceiling – how often do your shoppers walk in looking up anyway?
- Colour block. Colour blocked product is more appealing to the eye, it looks less messy, less noisy.
- The counter. Edit for focus on the messages that really matter.
Reducing visual noise will improve the experience for your shoppers and for those who work in the business. It will focus everyone on what you decide matters the most right now.
Keep
It
Simple.