While shelf talkers are small in comparison to everything else in your store, they are by no means insignificant. In fact, they're more powerful than you think. That is because besides driving more customers to your shelves, they can also influence purchasing decisions. Not bad for a retail fixture that can be easily overlooked.
But there is more to your shelf talkers than simply introducing new products, raising brand awareness or advertising seasonal products. Often referred to as ‘silent salespeople, your shelf talkers can also play a crucial role in your category management strategy.
Considering the amount of time and effort it takes to plan your category flows in-store, the last thing you'd want to do as a retailer is to not take full advantage of it. In fact, you could be wasting your time if you didn't.
Fortunately, your shelf talkers can play a significant role here, as you can use them to help to navigate your shoppers through the sub categories, segments, and sub-segments of the various categories within your store.
Let's take your average wine shop as an example.
Upon walking in, a customer might have an idea of what they want to purchase. It could be a cold winter's day, so they're looking for a red wine. Not just any red wine, though. They want a Cabernet Sauvignon as it's their favourite. But in a sea of wine bottles, which are all very similar in colour, it can be difficult to find the right one.
With a shelf talker or label in place, though, your customers can easily navigate between the different wine sub categories, be that by location, brand, or grape variety depending on how you've classified your products. If you label your wine category according to a region, for example, with the help of proper labelling, your customers will know where to find it on the shelf without much fuss.
That makes it an easier, more pleasant shopping experience for them, which can turn them into repeat customers.
While shelf talkers can play a purely promotional role in your retail store - here you can think about those buy 2 get 1 free shelf talkers that in just about every store - if you want to make full use of them, you need to see them as more than just a selling tool.
A shelf talker can be just as effective when used to educate and inform your customers. Since the biggest change in category management over the years has been to place more emphasis on your customers and what they want, that should make sense.
Here's an example. A customer enters your store. While walking down the food aisle in search of their regular cereal brand, they stop themselves because a shelf talker is extolling the nutritional value of a similar product but different brand. Curious, they might even try it out.
While such a shelf talker is promotional (and always will be), it educates first. As a result, you're giving your customer a choice to make an informed decision, which adds value to their overall purchase journey.
Besides the dual role of promoting products and educating customers, there is another less obvious function that a shelf talker can play: it can have an enormous impact on the customer experience.
In this case, it's not your traditional shelf talker though. Rather it's via a beacon platform, defined as “micro-location technology that lets customers interact with products on store shelves from their smartphones and other smart devices”.
GameStop, an American video game, consumer electronics, and wireless service retailer, has even market tested the technology. As GameStop's then CIO, Jeff Donaldson, said to the National Retail Federation, the point was to provide their customers with a new and innovative way to navigate their store.
Bluetooth-enabled sensors are placed throughout a store, and upon entering, customers can, through an app, access digital content by waving their phones in front of beacons that are placed on the shelf.
Partly educational, it provides an interactive element, which allows for a new and improved form of customer engagement. Where it does deviate from your traditional shelf talker is that your customers are in complete control of what information they receive so they can switch off whenever they've had enough.
While the above example is centered around a technology-focused retailer, a beacon platform, also known as iBeacon, can easily be used in a food or clothing store. If you're a pharmacy retailer, you can also make use of it so long as it makes sense to your overall strategy.
Another non-traditional opportunity is to include QR coded POS shelf talkers next to the price label on your shelf or even on the packing of your products.
A shelf talker is an incredibly powerful tool. When used correctly, they can play a significant role in the success of your category management strategy. For that to happen, though, you do need to see them as more than just a tool to sell more product. After all, we live in a world where your customer comes first.