In the extremely competitive grocery landscape, understanding consumer preferences is essential for survival. At Associated Food Stores, a recent comprehensive signage survey has provided invaluable insights that are reshaping the company’s approach to in-store communication.
Research-Driven Decisions
The voice of the customer has always been at the center of AFS’ strategy. The recent survey of approximately 2,700 shoppers from many retail locations has reinforced this commitment while providing clear direction for our signage evolution.
“We did a lot of research in our market. We wanted to see what other industry leaders are doing around their sign and tag program. With our new tags, we wanted to make the customer experience the center of our decisions and, ultimately, the results. ” Explains Kim Owen, lead marketing specialist. “In our survey, they really resonated with the term ‘on sale.’ With this customer feedback, we have consolidated our messages to ensure they resonate with our shoppers- On Sale, Our Brand, and Daily Value.”
The survey results were illuminating. Eighty-nine percent of respondents notice promotional signs and price tags either “always” or “often” when shopping, confirming the critical importance of our signage strategy. When looking at products, an overwhelming 83 percent notice sale prices first, followed by special promotions at 55 percent.
Perhaps most significantly, 86 percent of shoppers felt that “On Sale” tags provided the most value—a finding that directly informed the signage redesign.
A typical shopper visits an AFS member frequently—81 percent shop at least once a week—and they’re paying attention to what we communicate. With 73 percent of survey respondents identifying as female and a fairly even distribution across middle-income brackets, AFS is gaining a clearer picture of the target audience with our in-store communications.
Brand Recognition Opportunities
The survey revealed an important opportunity of clarification for our guests- ‘store brand’ is their preferred name for ‘exclusive brands’. We feel this small change in verbiage will help us further educate our shoppers on brands that are exclusive to us.The survey revealed an important educational opportunity: many customers don’t fully understand exclusive brand offerings. While 63 percent said branding doesn’t impact their purchasing decisions, this could be due to lack of clarity around what makes our exclusive brands special.
“We found that many of our shoppers don’t know the term exclusive brand. They view it as a store brand, but many don’t know exactly what they are. These tags will help them to identify those products. notes Kim.
The research provided clear direction on signage design:
- 82 percent prefer large, bold pricing
- 59 percent value font size and clarity
- Color matters: Red (55 percent first choice) and yellow (42 percent first choice) were the most attention-grabbing colors
- Trust factors: Price accuracy (38%) and clear formatting (28%) were top factors in establishing trust
Based on these insights, AFS’ new signage system focuses on four key tags:
- On Sale – The clear winner in terms of perceived value
- Our Brand – Helping customers identify and understand our exclusive offerings
- Price Lock – Providing price stability assurance
- Daily Value – Highlighting everyday good deals
The Power of Continuous Research
This survey is just one example of how Associated Food Stores is constantly striving to understand its customers better. By regularly gathering and analyzing consumer feedback, the company can adapt strategies to meet changing preferences and expectations.
“These tags not only will help give the customers the info they are looking for, but also educate them on our products and offerings,” Kim explains.
In an industry where margins are thin and competition is fierce, this customer-centric approach to store communications gives AFS a critical edge. By speaking directly to what matters most to shoppers—in terms they understand and respond to—AFS is not just selling groceries but building relationships based on trust and mutual understanding.
Moving forward, our marketing team remains committed to this research-driven approach, ensuring that every aspect of our customer communication reflects what our shoppers have told us they want and need.