Signage is the silent salesperson. From making an initial impression to informing customers and prompting cut-price purchases, signs are one of your most cost-effective sales tools when used correctly.
Just as you set expectations for your products and members of staff, the quality of signs should also have great importance placed upon them, and here’s exactly how you can do that.
Outdoor signage must persuade customers to come instore. The biggest challenge in retail is making enough of a connection with the public to entice them in, and it all begins with the exterior.
Beginning with the shop front, your store sign should be bold, branded and excite customers. It’s the first impression customers have of your business, so make it great.
Customers want to know what to expect if they choose to walk through that entrance, so let them know. Design signs to draw inquisitive visitors in and give them a taster of exactly what you have instore for them.
Mix the type of sign up, using those on the pavement, awnings, or even window signs.
- Create funny and shareable slogans on chalkboards
- Use screens in window displays to promote new products, campaigns and calls to action
- Brand signs to give a taster of the instore experience
Use your signs to convey information without shoppers even having to ask a member of staff. Create urgency, excitement and share information with ease. Keep all signage on-brand and make sure it’s bold, clear, concise and useful.
You don’t have to stick to printed signs… mix it up with interactive screens or use video to demonstrate products in action.
Wayfinding signage will aid consumers who are looking for a specific item, helping them to navigate your store as well as well as encouraging them to browse on the way to the area they require.
Create signs which help the consumers’ decision to purchase by including pricing and information about specific ranges.
Get creative with your signs. Demonstrate five ways to wear a shirt on sale, or include an ‘if you like this kettle, you’ll love this toaster’ sign.
Incentivise a sale with persuasive signage. From ‘sale’ signs to limited time offers and slogans which are designed to tempt customers to buy… the opportunities are endless, tempting customers to interact with otherwise unnoticed products.
Find unique ways to use your signage. Whether it’s a branded floor mat or messaging in mirrors, get creative and make customers’ experiences even better. Many stores are now including braille on signage, meaning the blind and visually impaired are able to benefit.
Top signage tips
- Keep it on-brand – Stick to your specific font, aligning signage with the rest of your marketing messages
- Keep it short – Don’t be too wordy. Capture shoppers’ attention in a few words
- Keep it informative – Let the shopper know exactly what they need, without having to ask members of staff
- Keep it tempting – Use a call to action to encourage purchases
For more pieces on shopfitting and visual merchandising, read Modern Retail’s Guide to Shopfitting