More Price Signage Won’t Guarantee a Sales Promotion Success
Yes, signage is one of the important tool to boost your sales. It could also answer some questions of your customers even without the presence of the sales staffs.
However, overusing this tool will bring negative effects to your business.
I have notice several retail stores in Southeast Asia that love hanging too many signage which contain prices and promotion information on the ceiling of the store. Aside from those on the ceiling, there are also too many signage on the tables, racks, and display cabinets especially during sale time.
I understand that the visual merchandisers or the sales assistants cannot be blamed of such mistake because maybe they are only following the orders of their manager of the boss.
This situation commonly happen when the business has no standard visual merchandising and marketing communication guidelines, which employees should follow.
Messy and destructive
One or more signage will overlap another if there are many materials in your store. Aside from that, with too many signage and promotion posters, your store will look like a venue for a political rally and a meeting place for public demonstrations.
Instead of helping the buyers on their purchase decision, the materials may lead them to confusion and destruction especially when there are several kinds of offers being showcase at the same time.
With too many option and destructions, customers are less likely to make favorable purchase decision.