Grocery Store

Signage & Product Solutions

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Grocery Store Branding Guide

Independent grocers and regional chains across the U.S. partner with The Howard Company for signage that drives basket size, simplifies operations, and brings your brand to life from the curb to the checkout. 75+ years of grocery and retail experience, in-house design, and a full installation team.

Why Strategic Signage Matters The Business Case for Grocery Store Signage

%

leave without buying
when lost in store

%

enter a store based
on its signs alone

%

say store environment drives purchases

Why does grocery signage matter to your bottom line?

The grocery market itself has shifted. Online ordering, delivery, specialty grocers, and big-box retailers are all chasing the same basket. Two main reasons:

  1. Shelf tags, category signage, wayfinding, and digital displays shape how long shoppers browse, how much they spend per trip, and whether they come back next week. 

  2. Stores winning customer loyalty today are the ones that make shopping feel easy, organized, and worth returning to. Treated as a system, signage drives measurable gains in basket size, labor efficiency, and repeat visits, and it shapes that experience from the curb to the checkout.

How Does Grocery Signage Improve Store Operations?

Clear category and aisle signage cuts the volume of "where is it?" questions by up to 40%, freeing staff for higher value customer interactions.

Digital menu boards in deli, bakery, butcher, and prepared foods update from a laptop, eliminating the weekly print and swap cycle in service departments. Promotional messaging pushes to screens in minutes, not the days a print run takes, letting you respond to competitor pricing and weather driven demand shifts the same day.

What Are the Long Term Benefits of Strategic Grocery Signage?

  • Stronger brand recognition that carries across every location and touchpoint.
  • The ability to update pricing, promotions, playback ads, and seasonal messaging without a print run. 
  • Labor reallocated from directional questions to service, which shows up in shopper satisifactions scores and checkout flow. 
  • A shopping expereince shoppers choose to repeat, which matters more in grocvery than almost any other verticle given how thin loyalty is. 

At The Howard Company, we work closely with grocery retailers to build signage programs that address visibility, navigation, and the overall shopping experience. From exterior channel letters to digital menu boards in service departments, we help you connect the right solutions to your store's specific goals.

A Complete Signage Ecosystem See Every Branding Opportunity Inside Your Store

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Interactive map of grocery store signage placements
Where are the highest-leverage signage opportunities inside your store? Download the guide that walks through the 17 most common branding placements grocers ask us about, from branding signage to digital displays. 
Download the FREE Guide

Your First Impression Starts at the Curb Exterior Signage Solutions

Why do exterior signs matter so much for grocery? 

68% of customers say exterior signage influences their decision to enter a store. International Sign Association

Grocery is one of the most location-dependent retail categories there is. Channel letters, parking signs, and window graphics turn your building into a marketing asset that works around the clock.

A complete exterior signage strategy goes beyond a single sign:

  • Channel letters reinforce brand visibility day and night, ensuring the store is easily recognizable from a distance.

  • Parking stall signs guide customers efficiently once they arrive, reducing confusion and improving traffic flow.

  • Window graphics create visual interest at the storefront level, reinforcing promotions, departments, or brand messaging while turning glass into a high-impact marketing surface.

 

Nearly 60% of businesses reported a 10% or greater increase in sales after updating their on-premise signage. In one retail case study, upgrading exterior signs increased foot traffic by 23% within three months.

(Sign Research Foundation / ISA)

Exterior Product Solutions

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Channel Letters

The face of your store on the front of your building. Channel letters anchor your brand identity at the property edge and keep your store identifiable from the road around the clock, whether shoppers are pulling in for the weekly shop or driving past at night. Choose from face-lit, halo-lit, push-through, or non-illuminated configurations, in aluminum or acrylic construction, sized in any depth, font, and finish that matches your brand standards

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Monument Signs

The first impression your property makes before shoppers can read your name. Monument signs anchor the road or driveway entrance and signal the kind of store you are at a glance. Choose materials, shape, finishes, and letter treatments to match your brand identity, with optional backlighting or integrated direct view LED panels for digital messaging that updates as your promotions do.

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Stall Parking Signs

Curbside pickup runs faster when every car has a number. Stall parking signs assign each online order to a labeled spot the moment a customer arrives, so your team knows exactly where to deliver without a phone call, a walk around, or a delay. Available as wall-mounted plaques, post-mounted markers, or pavement-attached bollards, finished with your brand colors and the parking numbers or letters your operation uses.

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Sidewalk Boards

The signage that goes wherever the day needs it. Sidewalk boards welcome shoppers at the entrance, point online order customers toward the pickup zone, and catch cars at the parking lot edge before they decide which store to choose. Lightweight enough to reposition between shifts and swappable enough to refresh with each weekly ad, sidewalk boards are one of the lowest cost ways to put a fresh message in front of foot and vehicle traffic.

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Poster Frames

Last chance to shape the shopping trip before the cart starts filling. With more than 80 percent of grocery purchase decisions made at or after store entry (Shop! Association Shopper Engagement Study), the storefront is one of your highest value impulse zones. Weather rated and built to swap printed inserts in seconds when messaging changes.

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Curbside Canopies

Brand the moment customers expect a brand to disappear. Curbside canopies shelter the pickup zone and turn a utilitarian space into a branded touchpoint that signals care and professionalism. Engineered to handle weather, sized to your lot footprint, and finished with your colors, logo, and lighting. The signage that protects both the shopper experience and the product handoff.

Exterior Product Suggestions

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Channel Letters

The most visible piece of brand real estate your store owns. Channel letters keep grocery shoppers spotting you from the road day and night, and stores with strong exterior identity consistently outperform locations with weak street presence. Illuminated or non-illuminated, sized and finished to match your brand standards.

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Scrolling LED Displays

Move product the same day you spot a problem. Scrolling LED displays push promotions, pricing, and limited-time offers to high-traffic zones the minute you create them. Programmable from anywhere with no print run, no swap, and no lag behind your competitors.

GSA Front Door with Edge Lit Display

LED Edge Lit Signs

Edge-lit LED signs work in entryways, windows, checkout zones, and featured displays where you need a clean, modern focal point. Many models are dry-erase compatible so messaging changes as fast as your specials do.

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Stick & Peel Window Graphics

Stick and peel graphics push promotions, hours, department callouts, and seasonal messaging at the front door without permanent commitment. Apply cleanly, remove cleanly, swap as often as your campaigns change.

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Pick Up signs

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.

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Sidewalk Boards

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.

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Poster Frames

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.

Digital Displays ROI & Business Case

Where do digital displays drive the most revenue in a grocery store?  

At the entrance, the checkout, and inside service departments. Shoppers walking your floor are already in buying mode. The right digital message in the right zone turns browsing into buying and keeps your promotions current without a print run.

Promotional signage is where grocery stores have one of their clearest opportunities to move the needle on sales. Shoppers walking your floor are already in buying mode. The right display in the right place can turn a browse into a purchase.

Grocery leads all retail categories: 28% of shoppers say in-store digital displays are most helpful in grocery environments.

Mood Media, 2024 Consumer Survey

Digital promotional displays also let you update messaging instantly across single or multi-location operations. A new product launch, a weekend sale, a sold-out special. All coordinated across departments in a few clicks.

ROI Investment:

Digital menu boards deliver a consistent 3–5% lift in sales across the foodservice industry, with 82% of operators reporting increased sales after switching to digital displays. Most businesses achieve full payback within 12–18 months. 

Digital menu board systems are available in a range of configurations with content management software, network connectivity, and database integration for automated pricing. Every store’s needs are different, and our team will work with you to find the right fit for your layout, volume, and goals.

See my ROI

Digital Menu Boards for Service Departments

Your deli, bakery, prepared foods, seafood, and pharmacy departments are essentially running mini restaurants inside your store. They have menus, regularly changing pricing, and regulatory requirements around nutritional and allergen information.

Digital menu boards are the most impactful upgrade for these departments. They sync pricing changes instantly across all your counters, handle compliance display requirements automatically, and cut the labor hours your team previously spent on printing, posting, and updating menus.

Multi-location operators consistently report:

  • Significant reductions in labor hours spent on menu maintenance, pricing updates, and compliance documentation
  • Instant synchronization of pricing changes across all service departments
  • Built-in compliance modules for nutritional and allergen display requirements
  • 3–5% increase in average transaction values at service counters
See Indoor Digital Display Products

Digital Product Solutions

Scrolling LED Display in English

Scrolling LED Displays

The in-store billboard that updates as fast as your promotions change. Indoor scrolling LED displays promote daily specials, loyalty offers, weekly ad highlights, and departmental events at entry zones, customer service desks, and high-traffic intersections.

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Direct View LED Displays

The wow factor display for stores that want shoppers talking. Direct view LED uses a surface array of LEDs instead of LCD panels, delivering deeper contrast, sharper color, and a bezel free image at any size you need. Built for atrium walls, deli back walls, customer service centers, and oversized exterior signs where a standard screen would look small. The kind of display that earns repeat foot traffic on its own.

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Digital Information Screens

Help shoppers find what they came for and surface what they didn't plan to buy. Digital information screens place store maps, department directories, weekly ad highlights, and seasonal promotions at entry vestibules and high traffic intersections. Larger grocery formats use these to cut down on "where do I find" traffic at customer service and to put featured items in front of shoppers before they reach the aisle. Updateable from the same content system that runs your menu boards.

Grocery

Digital Menu Boards

Turn every digital screen in the store and outdoor. Digital promo displays push endcap promotions, aisle-level offers, departmental specials, play ads with ad playback, and cross-merchandising suggestions to high-traffic zones, and let you respond to sold-out items in the time it takes to update a slide. Available in any size and orientation, ceiling-mounted or shelf-edge, with content managed in-house or through The Howard Company team.

Give Shoppers More Control at the Counter Kiosk Solutions Built for Grocery Environments

Why are self-service kiosks moving into grocery?

Because shoppers prefer them, ticket sizes go up when customers order through them, and they free your staff to focus on food prep and service instead of the counter. Grocery kiosks also handle ordering, recipe browsing, and product comparison without adding labor.

Grocery stores are using kiosks for:

  • Recipe databases with ingredient location maps
  • Nutritional information and product comparison tools
  • Deli and bakery ordering with queue management
  • Purchasing products

Our kiosks reduce wait times, boost average order value, and free up your staff to focus on service. Fully customizable to your brand and seamlessly integrated with your existing POS and inventory systems.

78% of customers prefer self-service kiosks over cashiers when ordering.

And the revenue impact is real: self-service kiosks typically generate a 10–30% increase in average order value.

(Harris Poll, 2022).

Our Kiosks Get my ROI on a Kiosk

Signage That Works With Your Whole Store Software and Integrations

Whether your store is building its technology foundation for the first time or already running an established software stack, The Howard Company can meet you where you are.

Starting from scratch? We help you select and implement the right platforms from the ground up. Content management, pricing display, loyalty program integration, in-store audio, and guest Wi-Fi capture can all be built into your signage program from day one so you are not retrofitting solutions later as your store grows.

We have solutions that offer:

  • Real-time pricing accuracy across every customer-facing screen, updated automatically when changes are made at the source.

  • Content management can be handled by The Howard Company team or by your in-house staff
  • Ad playback

  • Promotional and content scheduling so your messaging stays current

  • Loyalty program connection for personalized offers delivered in the right place at the right time.

  • In-store audio with licensed music and the ability to schedule promotional messaging when you want it.

  • Guest Wi-Fi with a branded portal that captures customer contact information to support your marketing programs.

Already have systems in place? We work with what you have. Our team connects digital signage and display solutions to a wide range of point-of-sale platforms, inventory management systems, and loyalty programs. If your current setup works for you, we will make sure your signage works with it too.

Inside the Store: Merchandising & Interior Branding

Merchandising and POP (Grocery Stores)
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Merchandising and Decor (Grocery Stores)
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What turns a clean store into a memorable one?

The signs your shoppers see between the entrance and the checkout. Wall graphics, endcap displays, refrigerated case graphics, and POP merchandising all add up to a visit that feels intentional and worth repeating.

Each element by itself is small. Together they create an environment that feels intentional, welcoming, and worth coming back to.

Point-of-purchase displays consistently rank among the highest-ROI investments in grocery retail environments.

POPAI Research

The products below cover the full range of interior branding and merchandising options available for grocery environments. Some are permanent features that anchor your store's identity. Others are designed to change as often as your promotions do.

Inside the Store Products

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Layered PVC Signage

Inside the store, layered PVC works for department headers, promotional callouts, and directional signage. A premium dimensional look without the cost of heavier materials. Lightweight, durable, and finished to your brand standards.

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Glass Promotional Signs

Update your most visible promotions in seconds, not hours. Glass promotional sign frames work for hours of operation, manager specials, deli case callouts, produce specials, and refrigerated displays. Swap printed inserts cleanly without tools. The promo changes, the frame stays.

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Stanchion Signs

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Gift Card Holder & POP Merchandising

Edge-lit LED signs work in entryways, windows, checkout zones, and featured displays where you need a clean, modern focal point. Many models are dry-erase compatible so messaging changes as fast as your specials do.

Learn More
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Stick & Peel Window Graphics

Stick and peel graphics push promotions, hours, department callouts, and seasonal messaging at the front door without permanent commitment. Apply cleanly, remove cleanly, swap as often as your campaigns change.

Learn More
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Adhesive and Magnetic Assets

Add promotional information anywhere a shopper's eyes already land. Custom adhesive and magnetic graphics work on endcaps, coupon dispensers, cooler doors, and any high-traffic surface. Apply without tools, swap without damage, keep current with your latest offer.

Explore our Production Capabilities
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Vinyl Graphics

The most cost-effective way to brand the inside of your store. Vinyl graphics turn cooler doors, display cases, and unused wall space into branded marketing surfaces. Apply cleanly, remove without damage, update as your promotions and brand evolve.

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Refrigerated Case Graphics

Brand your dairy and frozen sections without the wear and tear. Refrigerated case graphics install inside the door glass, where condensation can't reach them, so they last significantly longer than exterior-applied graphics. A clean, professional way to brand the highest-traffic refrigerated zones.

Ready to Build a Better Grocery Store Experience?

Whether you're refreshing one location or planning a rollout across multiple stores, our team builds a plan around your space, your goals, and your budget. Talk to a Howard Company specialist or download our free Anatomy of a Grocery Store Interior Branding guide to see where to start.

Talk to a Specialist

FAQ

What types of signage does The Howard Company provide for grocery stores?

The Howard Company provides a full range of grocery store signage and branding solutions, including exterior channel letters and scrolling LED displays, interior wayfinding and aisle markers, digital menu boards for deli and prepared foods departments, self-service kiosks, floor decals, wall art and interior decor, vinyl graphics, POP merchandising displays, and more. Our team works with grocery retailers to design and install complete programs tailored to each store's layout and goals.

Can The Howard Company work with independent grocery stores as well as larger chains?

Yes. We work with grocery retailers of all sizes, from single-location independent stores to regional chains and multi-location operators. Our team tailors programs to fit the scope, budget, and goals of each project.

How does the digital menu board process work for a grocery store deli or prepared foods department?

Our team handles the process from start to finish, including system recommendation, content design, installation, and training. Once installed, content can be updated remotely through our easy-to-use content management software, so your team can make changes to pricing, specials, or offerings without any outside help. We also offer ongoing design support if you prefer to have us handle content updates for you.

Do you handle installation, or is that something we manage on our side?

The Howard Company handles installation. We have an experienced installation team and manage the full project from planning through completion, including site surveys, permitting guidance, and rollout coordination for multi-location projects.

What is the best way to get started if we are not sure what we need?

The easiest first step is to download our free Anatomy of a Grocery Store Interior Branding guide. It walks through 17 proven solutions across every zone of a grocery store and is designed to help you start thinking about where your biggest opportunities are. From there, our team is available to talk through your specific situation and help you build a plan.

Can signage and branding solutions be customized to match our existing brand identity?

Yes. All of our solutions are customizable to your brand standards, including colors, fonts, logos, and finishes. Our design team works with your brand guidelines to make sure everything we produce is consistent with your existing identity across every touchpoint in the store.

How much does grocery store signage cost?

Grocery signage programs vary widely depending on store size, the mix of exterior, digital, and interior signage, and whether installation and ongoing content management are included. A single-store interior refresh might start in the low thousands, while a multi-location digital menu board rollout for service departments can run into six figures. Our team builds a budget around your goals during the initial consultation.

How long does it take to install signage in a grocery store?

Most single-store interior signage projects move from approval to install in 4 to 8 weeks. Exterior signs that require permits add 2 to 6 weeks depending on the municipality. Multi-location rollouts are scheduled in waves so each store goes through design, fabrication, and install on a coordinated timeline.

What permits are required for exterior grocery store signs?

Permit requirements vary by city, county, and state, and often by the property's specific zoning. Channel letters, monument signs, and illuminated signage almost always require permits. Our team handles permit research and submission as part of every exterior signage project.

How do you manage signage rollouts across multiple grocery locations?

We assign a dedicated project manager to multi-store rollouts, run site surveys at each location, manage fabrication and shipping logistics, and coordinate installation crews. Most multi-store grocery rollouts move in waves of 5 to 25 stores depending on your timeline and store geography.

What is the difference between a channel letter and a wall sign?

A channel letter is a three-dimensional, individually-fabricated letter or shape, typically illuminated, mounted directly to a building. Wall signs include flat panel signs, dimensional signs, and wall-mounted graphics. Channel letters are most common for the primary exterior brand identity. Wall signs cover everything from secondary brand placements to interior department graphics.

Can your digital menu boards integrate with my point-of-sale system?

Yes. We work with most major POS providers and inventory management platforms to keep pricing automatically synced across deli, bakery, prepared foods, butcher, seafood, and pharmacy departments. If you have a system in place, our team confirms compatibility during the discovery phase.

Do you work with both independent grocery stores and large chains?

Yes. We work with grocery retailers of every size, from single-location independent stores to regional chains and multi-location operators. Our team scales programs to fit your budget and footprint.

What is the best way to start a grocery signage project?

Two ways. Download our free Anatomy of a Grocery Store Interior Branding guide to see the 17 most common signage placements and where they belong. Or schedule a call with a Howard Company specialist who will walk through your specific store, goals, and budget.