Tony Kadysewski at Retail Fixtures Close up always has seems to catch every display, signage and fixture ideas out there. In his posts featuring Wegmans local fresh produce signage I noticed he had captured some great ideas and wanted to pass along with my comments.
The first is an outdoor large format sign featuring fresh produce items in stock at a local Wegmans Food Markets Store.
- Produce team members can easily wipe off the sign and update on a daily basis as direct store deliveries arrive from local farms. Wegmans regularly uses their partnerships with these farms to communicate the freshness, local proximity of their produce, and their "goodwill" in the community.
- If you choose to implement an idea like this consider how you could improve the handwriting and legibility of the signage.
- Also remember large format signs require large format writing to be reach from a distance. As you can see these are located to capture attention at the outside store entrance to deliver messages from the very beginning of the shopping experience and hopefully to slow down the customer as they enter the "decompression zone" commonly used in retail.
- The background of the sign has a wooden crate graphic to communicate a farm look and feel.
The next signage idea from another RFCU Post is the custom branding highlighted on these merchandising crates. They are a powerful reinforcement of the brand message of freshness and associates the fresh potato offerings with Wegmans rather than another grower shippers label.
- Implementing this idea is quite simple and could probably be coordinated with any Point of Purchase, (P.O.P) manufacturer. Often local craftsman such as Amish carpenters could help a smaller independent retailer create such a useful container.
- If branding wood directly is a challenge, consider making a stencil with cover stock or kraft paper and an exacto knife. Use black or dark brown spray paint to simulate a brand on the crate.
Tony captured this photo on his post about Gantt & workflow management. From a retail perspective orienting the customer is helpful. In today's age of year round availability fresh produce commodities many customers have lost touch on when local offerings are even available. With a quick visual review shoppers at Wegmans can easily discover the local season for their favorite crops such as cucumbers corn, peppers, or tomatos.
In my year in retail, I remember customers regularly asking when corn would be available. Keep in mind this is a great chance to build relationships with customers, rather than say "Go look at that sign over there." When engaged customer service employees can take the time to tell the customer about your local program and learn about how you've been in touch with the farm regularly to ensure you'll have great sweet corn ready as soon as it's available.
This sign also utilizes and leverages the Jersey Fresh program. Consider how you could use these types of associations in your marketing for further success.
Great luck building more signs to communicate your compelling points of difference in your stores!
In my year in retail, I remember customers regularly asking when corn would be available. Keep in mind this is a great chance to build relationships with customers, rather than say "Go look at that sign over there." When engaged customer service employees can take the time to tell the customer about your local program and learn about how you've been in touch with the farm regularly to ensure you'll have great sweet corn ready as soon as it's available.
This sign also utilizes and leverages the Jersey Fresh program. Consider how you could use these types of associations in your marketing for further success.
Great luck building more signs to communicate your compelling points of difference in your stores!
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