Signage

WELCOME TO VOSM... WHAT’S VOSM?  

Most of The Home Depot’s in-store signage is generated by the VOSM Department (Visual and Off-Shelf Merchandising), formerly known as ISE (In-Store Environment). ISE is still commonly used shorthand for this department; the name change to “VOSM” was adopted in 2017 to be more inclusive of teams focusing on areas such as outdoor, customer insights and interconnected marketing (i.e., signage, touchscreens, videos, etc. that create an “endless aisle” that bridges in-store and online experiences). 

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SIGNAGE OVERVIEW & TYPES

More than in any THD channel, signage copy needs to align with packaging. This means that some of the secondary product information found in print and online can often be deleted, since the information is visible on the packaging or the product itself. Customers look at most signs for an average of less than two seconds, so copy needs to be simple, straightforward and minimal, with an ideal of 50-65% white space in order to grab and hold customer attention (Signage Best Practices Insights, September 2017).

Promotional vs. Permanent Signage

The Home Depot’s two primary sign categories, permanent and promotional, have slightly different writing requirements. Promotional signage is primarily pickup copy provided by Marketing and aligns with Promo/Events standards across channels. Permanent signage refers to everyday signs intended to capture customer attention and educate them on product choices, brands and projects. 

Permanent Signage Types/Formats

The level of detail should be appropriate for the type of sign:

• Channel signs: “how to choose” messaging, basic project ideas, “good better best” storytelling, etc. 

• Tear pads: more detailed project information that can be taken home and referenced (often how to measure, calculating project materials, etc.)

• Product cards: SKU-specific information that employs consistent wording and iconography across a series of cards to facilitate easy comparison and deselection/product selection

• Bay headers: Large product category signs or educational signage, generally 44"–99" wide depending on the width of the bay; must be very simple because content is overhead and above the “strike zone” (defined below)

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SIGNAGE COPY BEST PRACTICES

There are a number of best practices to be followed in order to make copy customer-friendly:

• Information should be concise and easily scanned by the passing customer.

• Topics should be limited to two to five of the most critical criteria necessary to make a selection.

• Content should follow a logical hierarchy, so that the customer first identifies the general information that introduces the products, then learns important benefits or features, and must read further for “nice to know” details that are least critical. The visual and spatial hierarchy should be easily discernable to the customer.

• All writing should be consumer-friendly, without jargon, bias or industry terminology.

• Vendor branding or language should only be featured on a sign when it is a key part of the decision-making hierarchy.

• Overly used claims like “easy to install” or “huge selection” should be avoided.

Writing with the Consumer in Mind

Providing consumers with easy-to-read copy that highlights product benefits will draw  more attention to the product. Consumers want to know how the product will benefit their lives, not how it was manufactured. Do not assume the customer is familiar with Vendor or industry terminology. If a feature/benefit cannot be conveyed concisely in layperson’s terms, it should not be included in copy.

Consistency in Copy

Consistent use of language on everything from wayfinding (navigational) to “how to choose” signage reflects positively on The Home Depot brand and creates a more pleasant shopping experience. For instance, it would be confusing to visit a store where the Customer Service Desk is also referred to as “Returns,” “Information Center” and “Checkout.” Consistency should be confirmed in the following areas:

• Language on all signs in the category

• Language used on signs in other areas of the store

• Language used on the product packaging

•  Industry terminology

• Online language (homedepot.com)

Benefit-Oriented Language

A list of features is never going to be as compelling to the shopper as real-world benefits, especially those that are quantifiable. Always articulate in terms of what the feature allows the consumer to achieve or how it differentiates the product from the others on offer. Example shown below: 

Ordering of Feature/Benefits

The number of bullets shown will visually reproduce the feature/benefit step-up story: more bullet copy means more or better features and benefits are offered. List features in the order of importance to the consumer. Use research (“Customer Insights”) and validated shopper decision trees whenever they are available to confirm that any assumptions in this area are correct. Remember to apply that same order to all elements, including product cards and packaging.

• Key product feature

• Next important product feature

• Color and finish options

Want to know more? Check out the VOSM Copy Standards and other resources. For more information, contact brent_calderwood@homedepot.com