Use Signage to Categorize Items

When we think of customer service, we naturally think about the one-to-one staff-to-shopper interaction. For instance, we want to be sure that every staff member is trained and coached to turn their attention to the shopper whenever a shopper approaches. But also keep in mind how powerful the signs and point-of-purchase displays in your store are in determining the quality of service you're providing.
     Researchers at Columbia University found that an important element in signage is placing product choices into categories for the shopper. Categories help us break down the decision into more manageable steps. That soothes shoppers most dramatically when they're unfamiliar with the products they're selecting from. It speeds up decision making, and time IS money for both you and your customers.
     The power of categorizing is so great that even meaningless groupings make customers happier: Those Columbia University researchers invited shoppers at a mall food court to select a free cup of coffee from a menu listing different blends. Consumers unfamiliar with the alternatives who chose from a menu listing the choices under headings Category A, Category B, and Category C were as satisfied as those who chose from the meaningful categories "Mild,", "Nutty," and "Dark Roast." Both groups presented with the categories were happier than those presented just an uncategorized list.
     Of course, when you're requiring people to PAY for the merchandise, they'll start asking, "What's the meaning of Category A, B, and C?," so it's best that the division is designed to give useful information. As you walk the aisles of your store today, search for ways you might improve your signage to better serve your category-seeking shoppers.