The 8 D's of In Store Marketing

17% of customers of a big box store will walk out of the store without buying anything because they could not find what they wanted. That is almost 1 in 5 customers!

One of the most cost effective ways to capture these lost sales and create a great customer experience is by using the 8 "D"'s of in-store advertising.  Using these techniques; especially when used together, will create a powerful selling tool for your business.

1. Distance

In order to be effective, both advertising and way finding signs need to be easily seen by the customer.  The signs need to be visible from a distance and for a lengthy period of time.  The use of bright colors and large font size will help the sign be seen and be easily read. The sign should be sized appropriately for the viewing distance. Generally, you will need an inch of letter height for every 10 feet of viewing distance. The sign should also be placed in a location with maximum exposure to the target audience.

2. Direction

Most stores, especially large ones, have many rows of goods.  Each row requires the customer to make a decision to either continue in the same direction or turn.  To keep the customer from becoming lost the use effective way point and directional signage is necessary to help them navigate to the items they are looking for. 

3. Destination

These signs let customers know that they have arrived to the desired location. This is especially useful in big box stores that sell a vast amount of items.  This can be achieved through signage and a prominent display of product.  When well done, customers will intuitively know that they have arrived at their destination.

4. Disruption

A store using distance, disruption, destination and direction

While most signs are used to capture the attention of customers, disruptive signs or advertisements or displays do just the opposite.  This technique is used to break (disrupt) a customer's attention, so their attention can then be refocused.  Disruption is often used to introduce new merchandise or sales.   

5. Design

Should be consistent and branded and it should convey its message clearly and concisely.  These signs should incorporate design elements that will help them stand out conspicuously. Color contrast, changeable components, motion, uniqueness of design and/or subconscious attraction can serve to make a sign more noticeable.

6. Description

Effective advertising should be brief and to the point. Studies have shown that customers will only look at a product for 10 seconds or less, therefore, the product's benefits and features should be prominent and easy to see.

7. Demonstrations

Demonstrations are a powerful selling tool.  This technique is used to influence customers to buy a product by getting them to sample it or to learn about the uses or other merits of the product.

8. Display

Displays used to package products to create eye appeal to draw the customer to it.  Displays essentially turn the product or products into an advertisement.  Displays should be placed in high traffic areas with good lighting.

Using these techniques will create a better customer experience and will boost the bottom line.