Consumers come to the markets for the experience, not just the product. We often forget that the consumer is looking for an experience as well as fresh produce.

There are various ways a market can build on the experience. It can come via introducing celebrity chefs, street entertainment or personalities on the stalls.

One way to create theatre that is often forgotten is via signage. Over recent weeks I’ve had the opportunity to visit markets in Australia, Canada, USA and Malaysia. The produce may differ, but the use of signage is still the same.

Some stallholders take a piece of cardboard and scribble the price on the board. This is probably better than no sing at all. But, it is not creating value. It also assumes the consumer knows the difference between a durian and a jackfruit, or a lychee and a langosteen.

Other growers realize they can build value, by creating theatre via their signage. There are some basic rules that need to be adhered to.

Rule One: Be Consistent
Keep to the same material to write signs on and keep one style of writing in one colour. Handwritten signs can add value to the experience.  Cardboard is acceptable, but be consistent with your presentation style.

Rule Two: Tell the Customer what it is
You may know, but don’t assume your customer knows. People do get confused. They often do not know if it’s a Taro or a Sweet Potato. Your Job is to inform them.

Rule Three: Be Emotional with your message
The Central Market in New York has some excellent examples of emotional signage.

These include:

“Peaches, $ ___
Thank you for your GENTLE touch”
“Tasting is Believing
Try one”
“ Charlie’s Garlic
Arguably the best Garlic
In the Known Universe”

These three simple rules can make a big difference to the bottom line.

Signage is part of the experience.

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