Why Grocery Store Signage Matters – Moving More Product from Shelf to Cart

Congratulations! Your advertising dollars have gone to work for you, drawing customers into your store. Now what? Now, your focus becomes providing an easy, enjoyable shopping experience while influencing buying decisions at the point of purchase. Once a customer enters your store, the ultimate success is enticing customers to move more products from the shelf to their cart.

In-store point of purchase signage is the most efficient and effective way to influence what the customer buys, so the things they’re putting into their carts are the products you want them to buy, the products you need to move and the products on which you make a higher margin of profit. With a well-planned and executed signage program, you’re guaranteed to see results in the checkout lane.

Disrupt the Routine and Capture Impulse Buys With Point of Purchase Signage
The average consumer shops on autopilot, taking the same path through the store while buying many of the same products time and time again. Anything that slows a consumer down, causing them to pause for a moment, disrupts that routine. That’s where point of purchase signage comes in.

By directing attention to what you want to sell, you disrupt a customer’s shopping routine and draw their attention to a specific piece of merchandise. Why is this a key to your sales strategy? Impulse buying accounts for a significant chunk of consumer spending. In fact, research by A.T. Kearney shows that 40% of consumers spend more money than they had planned while shopping in a brick-and-mortar retailer, compared to e-retailers. That means that if you draw a consumer’s attention away from their list and away from their routine, the chances of encouraging an impulse purchase are high.

Direct Buying
Point of purchase signage gives you great control over what the customer moves from shelf to cart. According to the Grocery Manufacturers Association, as many as 70% of a customer’s purchasing decisions are made in the store. Billions of dollars are spent on marketing messages that might be completely disregarded by customers as soon as they actually see and notice a product on a shelf—thanks to a strategically placed sign.

Extensive research by marketing experts A.G Woodside and G.L Waddle reveals that grocery store shelf signage can increase the sale of an item by 200% or more. When combined with a price reduction, the sales gain increased by a factor of six. That’s a pretty spectacular argument in favor of implementing, or enhancing, a store signage program.

Supplement Staff Interactions
As grocery stores operate with leaner crews, and self-checkout and no-contact shopping experiences become more prevalent, signage is an effective way to communicate directly with customers. Anything you can do to communicate with consumers, answer frequently asked questions or direct them in their shopping is beneficial to nurturing the valuable customer relationship. With the decline of sales support at the store level, a good sign program can help fill the gap in service. Think of grocery store signage as a sales agent that can keep customers occupied and interested while inside the store.

A One-Size-Fits-All Solution
In-store signage is a solution that fits every store, regardless of size or number of locations. Your goal is to put information in front of your customers in order to influence their buying decisions at the point of purchase, and that’s a goal that’s within reach for every retailer.

Request More Information About Our Stock and Custom Signage Solutions
Request a catalog or browse our website for ideas to enhance your grocery store signage program. For more information on how we can help you move more product from shelf to cart, contact us at or 1.800.637.6628.