The weekly in-store content workbook

Give each message one job

List the information visitors need while they wait, browse or speak to staff. Pick one job for each message: explain an inclusion, point to a relevant product, answer a repeated question or show a next step.

Remove anything the team cannot support. If a service is unavailable this week, its promotion should not stay in the playlist. If an item is only a sample, label it clearly rather than implying that stock is ready to buy.

Match the format to the update routine

Digital screens can show changing images or videos. LED-backlit light boxes use printed artwork; the light does not change the message. Static standees are unlit printed displays. Physical product displays let visitors inspect a real item.

Choose a format the outlet can keep current. Stable opening hours may suit print. A message tied to rapidly changing stock needs a reliable update process. Allow for printing and installation time before promising a new offer date.

Build the week around real service periods

Separate information that stays true all week from messages that depend on a shift or service window. Write the intended start and end time beside each item. Give every temporary offer a neutral replacement message.

For a restaurant, breakfast availability should not remain on screen through dinner unless the item is still served. For a retail store, a product message should name the variants covered. A salon can use reception messages to explain how availability is confirmed.

Review the artwork where customers stand

Check a draft from the normal viewing position. The main line should be readable without moving closer. Remove extra sentences before shrinking the text. Keep required offer terms legible and close enough to the claim to understand.

Ask someone unfamiliar with the offer what action they would take next. If they cannot answer, revise the message. Test a printed proof as well as the source file; colour and text size can look different on the actual material.

Use a simple approval and expiry log

Keep the approved version in one shared place your team already uses. Record who checked the price and who can replace the artwork. Avoid several similarly named files that make staff guess which version is current.

At handover, check the message against actual availability. Remove expired offers from printed displays as well as screens. A file can remain in a folder for reference without remaining in the live playlist.

Review questions before adding volume

Count the questions that still reach the counter. A message that reduces confusion may be useful even when it has no sales attribution. Ask staff whether customers misunderstood an inclusion or expected something the outlet did not offer.

Use that feedback to revise one message next week. You do not need a new promotion every day. Keep dependable information visible for as long as it helps customers and remains accurate.

Your working sheet

Print this resource or choose Save as PDF in your browser. Write the details below before launch and review them with the person responsible.

1. Customer question or task
2. Message and intended next step
3. Display format and exact location
4. Start date, expiry and replacement copy
5. Price or availability checked by
6. Artwork approved by and current file name
7. Shift owner and review time
8. Questions received and next revision