Signing in the produce aisle? It’s a big deal.
How big? I like to compare the signing component of a produce department to a goaltender in ice hockey. Some think the goalie’s role isn’t so vital, until it’s game time. Similarly, produce department signing, like the netminder, is pretty darn important. Signs convey vital information for sales, including value, price, nutrition and more.
Signing is so important that at one chain I worked for, one of the first things we did whenever we set up a new store was designate the sign person. That someone was usually in produce management or a seasoned veteran.
We also installed the signs according to our merchandising plan, long before we built a single display. After the department was set up, we went through the signs again in a final walk-through for any adjustments. Signing is a big job, and it’s best to give it plenty of attention, whether it’s for a new store set or as part of the weekly to-do list.
In short, signing is a priority. So much so that I’ve put this list together.
Ten Commandments of Retail Produce Signing
- Thou shalt have a good-quality, complete sign kit for your store. If it is old and dated, consider replacing the kit.
- Thou shalt assign no more than two people to manage your sign kit. Sign kits come with hundreds of parts. Assign and train your most organized clerk to manage the kit and hold them accountable. The fewer people handling the kit, the better.
- Thou shalt keep your sign kit impeccably organized and stocked with an ample amount of sign frames, headers, numbers and symbols. Signs, frames, track systems and other parts get damaged, mishandled or lost. Order replacement components as needed to keep your kit stocked and in top shape. If your sign kit doesn’t come so equipped, organize it using any convenient series of trays, drawers and compartments to keep everything neat and separated; then label for quick and easy reference. Ideally, mount the kit on a single, Rubbermaid-type wheeled cart and dedicate it for such use and for easy mobility.
- Thou shalt keep your signs and sign kit clean, clutter-free and stored in a safe area when not in use. Everything gets bumped and knocked around in the backroom or on the sales floor. Ensure your sign kit doesn’t become a casualty of neglect.
- Thou shalt know thy sign protocols and keep consistent with your chain’s guidelines. For example, consider signing, using a correct ID header such as: Cucumbers - 3 For $1. Easy enough, right? (Not 3 ea. For 1.00, or $3 for $1ea or similar nonsensical combinations.) All your signs must be consistent, such as $1.49/LB, $1.49/EA, 5LB Bag $1.99. Be sure to accurately match whether the product is organic or conventional, and if used, tag using the correct country of origin.
- Thou shalt match the size of the sign to the size of the display. A large or spillover display needs a matching large sign. Small tray of a specialty item? Attach a small sign to match for easy reference and identification.
- Thou shalt generate any necessary paper signs ahead of time for ad displays, lobby displays or special features. A store typically has a scan or pricing coordinator, someone who is assigned to supplying supplemental or ad paper signs for everything in a store. Avoid the last-minute rush of other departments by ensuring your signing-needs list is in their hands at least two days in advance. Ensure additional UPC or traditional shelf tags are ready as well for any dip mixes, dressings, jar products, etc.
- Thou shalt anticipate and make multiple paper ad signs for duplicate displays or maintenance. Paper signs get wet, torn or fade. After proofing for accuracy, ensure you have extras on hand of each so the sign can be quickly replaced as needed.
- Thou shalt walk the department once or even twice daily, focusing on signs and making sure that every item has a sign and every sign is neat, centered, at the desired eye level, level and accurate. Mistakes happen — displays get moved, signs are overlooked — but an early walk-through helps keep your sign program in check.
- Thou shalt consider the signing task of your department as highly as any other critical point. Yes, equally as important as ordering, rotation and sanitation.
I’m sure I’ve missed a point (or several), but you get the gist: Managing the signing in your produce department can be efficient and organized or it can cost you time and labor hours, and with these, your sales and gross profit. It’s best to get organized, stay organized and above all, take extra good care of that sign kit.
Signs are known as the “silent salesmen.” Make sure your “salesman” speaks your customer’s language.
Armand Lobato’s more than 50 years of experience in the produce business span a range of foodservice and retail positions. He has written a weekly retail column for nearly two decades.
