Newsagencies are usually full of many different products and lots of displays and promotions. Sometimes, we have too much going on for a single message to cut through at the level we need. We wanted to avoid this with our Queen’s Birthday weekend sale so we developed consistent collateral and dressed the store from the front through to the back. It’s a single message that overrides all other displays in the store.
That’s my tip today. For a major season or some other important sales event – go big with a single message and cut through. Use consistent collateral that visually cuts through the sea of colour on your shelves. Ensure it has a clear message. Run it storewide.
Do it yourself. It doesn’t cost much. The biggest investment is in the time it takes to dress the shop. When you are done take a look at what you have created – ensure you’re happy that it does cut through and will be noticed. That’s what it is about after all.
Sometimes simple works best.