in LPRC Reports

Attributes of Effective Shelf Signage Report Giblin et al 2015

Introduction

Effective signage can successfully deter shoplifters from stealing. However, the imagery and wording can significantly affect the effectiveness of the sign. Therefore, feedback from customers about the effectiveness of the aisle signage, customers’ comfort level, and their tendency to purchase the products under surveillance should be carefully evaluated before putting them in all the stores. To better understand the effectiveness of different aisle signage and customer behavior, the Loss Prevention Research Council set up an online survey and asked participants to react to one of forty eight signs that differed in size, color, location, presence of ePVM (enhanced Public View Monitor), and ratio of eye and text. The LPRC collected data from 1008 consumers and 6 active offenders (shoplifters). This report details the results of these surveys.