- 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.
- 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.
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!