In the final insight from Retail Newsagent’s Symbol Spy feature undercover shopper  psychologist Philip Adcock discovers that sometimes simple messages work better.

“‘Top Drops’, ‘Newspapers’ ‘Bloomin’ marvellous’ – that’s good,” Mr Adcock says while surveying the outside of the Londis store. He appreciates the more evocative window displays which promote freshness and quality above sales of any particular products. While each store has elements of these abstract photos and messages, particularly at Best-one and Costcutter, Mr Adcock thinks this has been executed most effectively at Londis, thanks to new, unfaded imagery.

symbol-spy-promosWhat can you do?  

Rather than simply promoting particular products on sale with big pictures, concentrate on giving more emotional messages to your customers about the delights you are stocking inside.