How do you choose the most effective promotional messages for your supermarkets' price labels and point-of-sale displays?

Have you ever wondered which promotional messages are most effective with buyers?

You probably already know that Price labels and point-of-sale displays are invaluable when it comes to attracting the attention of your supermarket customers and motivating them to make certain purchases.. However, it's not always easy to choose the messages to include for your specific products and the layout within the shop to achieve the desired effect.

In this article, we look at the best price card designs based on key factors such as product type and shop branding, to clearly communicate the value of your products and achieve higher footfall and better sales than your competitors.

Always think about your audience when writing your promotional messages on supermarket price tags.

The only way to establish a link with your customers through your visual merchandising and promotional messages is to understand your customer base. Who are your customers? What do they like to buy? What motivates their purchases?

The answer to these questions is a good starting point when considering how to optimise your shop displays or messages. Obviously, different people will have different needs, and if you can clearly identify the concerns or desires of your target market, you can use your promotional messages to build stronger links with them.

If you're not ready to embark on in-depth market research, don't worry. Simply create a few standard templates for the type of people who visit your shop. Are you dealing with students? Housewives? Or working professionals dropping in on their way home from the office?

You can then use promotional messages that target specific groups directly, highlighting key product attributes such as quality, value or versatility, depending on what your audience is looking for.

The best way to beat your competitors is to highlight the unique features of your shop and your products, which cannot be found anywhere else.

Even if you sell general supermarket products, you can still find a way to highlight them in a unique way that matches your shop's brand image. For example, if you're a top-of-the-range supermarket that guarantees quality above all else, make sure this is reflected on your price card and in your POS strategy. Don't focus on low prices, as your competitors probably will.

The best visual merchandising strategies for supermarkets are based on the shop's main brand and strong points to make products more attractive.. The messages, colours and styles used will all have a specific effect, linked to the context, brand and environment of your shop.

Once you have identified your target market, the first thing to do is to take the time to determine which messages will be most effective. To help you, we've put together a list of important questions you need to answer to highlight the most important features of your products and define your promotional message.

1. How is this product different from others?
2. What benefits does the product offer customers?
3. Why would you recommend the product?
4. Does the product have a particular history (place of origin/producer)?

Questions like these will help you to create a system for extracting the information you need to highlight to your customers.

Then filter the responses and try to assign different priorities based on what you know about your customers and the products you want to sell. Some features will obviously be more valuable than others and deserve to be highlighted. For example, you'll want to highlight the impressive vintage of a bottle of wine rather than its price. It's all about matching each product to your customer's desires and buying preferences.

Once you have everything you need to attract buyers, the last thing to do is to combine it all into a clear and attractive template. As well as the key features you've highlighted in the previous two steps, carefully place your product name and price in your template, along with any relevant allergy symbols, to create an attractive overall marketing medium that will help draw attention to specific items in your shop.

As we've discussed in previous articles, if you want to place more emphasis on certain aspects or elements, you can use a few simple techniques to highlight them, for example by increasing the size of the card or playing around with the design of the price card to exploit seasonal themes.

Our final tip is to find a reliable way of controlling the appearance of your price cards and POS material. Make sure that your promotional messages are always clear, consistent and striking as part of your overall display.

Designing the ideal price card message for your products (including everything from product features and price to allergy symbols) is great, but if you don't have the means to make it happen, your efforts will be in vain.

To remedy this, we recommend that you invest in a label and POS printer for supermarkets for greater autonomy in the way you render your creations. These printers are specially designed to give you access to different layout options, sizes, fonts and materials that will best represent your products and your shop.

Finally, when creating your price cards, don't forget that establishing personal links with your customers is a priority. While competition from online shopping remains strong, the greatest advantage of physical shops is that you have a better chance of creating direct and emotional links with shoppers. And one of the ways you can do this is by paying real attention to the design of your price cards, including the use of handwritten fonts and targeted messages unique to your customers.