Signs in stores
In addition to the action of the sales force, advertising, promotion (PLV - outside advertising) and information on the point of sale (PSI) are the principal communication and marketing tools implemented by manufacturers to promote their products, making use of merchandising techniques.
Outside advertising and point-of-sale information have become a powerful sales accelerator.
The tools are most often designed at the brand’s head office for deployment in the points of sale and must meet numerous requirements, such as guarantee of application of the graphic charter, uniformity of the different promotional and informative signs throughout the distribution network, consistency of product-related technical and pricing data between the head office and the points of sale or independence of stores with respect to customisation of product information for construction of the definitive sign system.
Wishing to increase their communication at the point of sale, the Retailing and Distribution brands are investing in in-store signs. The principle is to print informative or promotional posters according to pre-established models, complying with the visual identity of the brand. The final objective is to influence consumers’ purchasing behaviour by drawing their attention to certain products with a view to increasing the brand’s turnover.
