Due to the barrage of new products that have recently come to market, going to a grocery store can be overwhelming, as shoppers turn into tourists, craning their necks to look up and around. Bill Bishop, a principal in Willard Bishop Consulting, Barrington, Ill., says, in general, supermarket signage is inadequate to its task of drawing customers into Center Store. "The need is absolutely critical," he told SN. "And there's another component: if people don't know what's in the store, then ...

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