LESSON 8: USING SIGNAGE EFFECTIVELY

Signage is just as important as merchandising, whether it is a romance story about a specific brand, POS or promotional, ingredients, attributes, allergens, or the price. Everything should have a sign!

Signage will increase sales in your In-Store Deli department. It is one of the most important ways to sell products and makes it easier for the consumer to decide quickly on a choice based not only on price but ingredients, special dietary needs, and attributes.

Using POS or Point of Sale:

Romance Stories – We all love stories!

• Featuring the background story of a brand. For example, an item that is manufactured by a fourth-generation family farm, locally produced, organically grown, etc. Manufacturers often have this information ready or you can create your own, using your store’s marketing standards at store level.
  
  

Signage for specific items – Especially if it is a self-serve item

• Soups for example. Include name, description, ingredients, attributes, and nutritionals, often provided by the manufacturers.
  
  

Self-service case items

• In the Grab & Go case, use the channel strips that are on the shelves to provide product name and price.
• Depending on the store’s capabilities to print signage, a larger sign can be used with a clip to provide additional information, attributes, promotional, TPR, or product origin.
  
  

Suggested Selling

• This should be done verbally when you are waiting on a customer and have their full attention, but you can also print signage for the counter or display. Use recipe cards, such as, “Build your own pizza at home” using pizza crust, pizza sauce, shredded mozzarella and pepperoni.
  
  

Attribute Signage

• Deli signs in the bulk meat, salad, and entrée cases usually are large enough to include the attributes (Organic, Dairy-Free, Gluten-Free, Keto, Paleo, Vegan, etc.)
• Allergen Information -- This should be on every sign, if possible, to ensure the information is easily seen by the customer, as well as easily found by an employee, especially new hires. Make this information easily accessible on the sign or in a book behind the counter. These signs are critical for people that may have a fatal reaction to an allergen. 
  
  Common allergens include:
  • Fish
  • Peanuts
  • Wheat
  • Shellfish
  • Tree Nuts
  • Eggs
  • Milk
  • Soy
    
    

Promotional signage includes:

• Signs featuring new items or promotions
• Weekly features (“Meal of the Day”)