This sign was part of a display of handmade African items at the New York Gift Fair, and I thought it was a great reminder of the fact that one of our jobs as retailers is to communicate the story behind the merchandise we sell.  That’s something they can’t do in a big box, self-service store.

Ideally, information about our special products should be passed on personally to each customer.  Although it may be hard to gauge a shopper’s interest in every item they pause to look at, noticing when a customer seems really captivated by something provides a great opportunity to offer “the story”  behind the product.  You, and your sales staff, should know something about where each item comes from, the technique used to make it, or some other attribute that would makes this item special.

But we all know that some customers don’t want to engage in conversation, and that it’s not practical to talk to every person who comes through the door about every item in the store.  That’s where good signage comes into play.  It’s easy to create a template for a “shelf talker” sign on your store computer that fits into a standard 3 X 5 or 4 X 6 frame.  Make sure you include your logo, and that the sign and frame style fit your store image.

Whenever a new line comes in, make a “shelf talker” sign with some of the special attributes of the products, and don’t forget to share this background story with your sales staff. Whether a customer reads the “story” on a sign, or hears it first hand from a sales associate, this added information should lead to added sales. 

And don’t forget that customers will want to share the story when they give an interesting item as a gift.  Print up extra copies of your sign, with your store information substituted for the price, and slip one into the gift box with the item you’re selling.

Happy Retailing,

Carol “Orange” Schroeder