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Labelling can increase sales

Retailers can increase the sale of selected items by as much as 94 per cent in volume by using on-product labels to promote special offers and reduced prices, according to researchers Cegma Topo of Paris. It is probably the most cost-effective form of advertising, as customers are able to respond directly and immediately to the promotional offer displayed on the label. For smaller retailers, having their name on the label can add significantly to the image of the store. Eye-catching labels can increase the five to ten seconds which customers spend on average in front of a product display. This is particularly important for the 80 per cent of goods which are not stored on shelves at a convenient chest level. Retailers now have the choice of a wide range of label sizes, shapes and colours, as well as numerous typographical and design options, to maximise visual impact. Ideally, retailers should ensure maximum contrast between the print and colour background, which can be printed in bright, warm shades of red, yellow or orange.

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Hand labellers/Pricing guns
 A new generation of hand labellers is now available which offer faster and more accurate labelling. Pricing guns can be loaded with plain and pre-printed labels, generally measuring 22 or 26 mm by 12 mm, for rapid dispensing. The labels can feature the retailer's name and/or logo, to ensure good merchandising for the lifetime use of the product by customers. The new generation of hand labellers features advanced design characteristics to reduce operator fatigue. The centre of gravity is located closer to the operator's hand than conventional labellers, while the grip is suitable for use even by small hands. These units can be operated in areas otherwise difficult to access, such as when labelling products inside cartons. The labellers enable users to insert and change labels easily, to view the label roll currently in the labeller and to check the quantity remaining for use. Better sight of the label channel and of each label at the dispensing point offers improved label feeding and positioning on products.
As a further development, there are now "reduced item" pricing guns, to promote new or slow-moving lines, for example. The guns are designed for integration with in-store EPOS systems and ensure clear, consistent and secure communication of information to customers. Large format labels, measuring 29 mm by 28 or 32 mm, for example, can be overprinted with variable price data by the operator, with both original and sale prices, and then applied over the bar-code on the original product packaging. When the customer takes the product to the check-out, the cashier manually inputs the sale price information into the cash till, then tears out a central perforated strip, pre-cut on each label. This reveals the original bar-code, which can be scanned in the normal way. This form of promotional labelling enables branch management to react immediately to changes in customer demand, and ensures that sales assistants are made aware of all price reductions and that customers receive their expected discount.