Even in the digital era, retail signage is one of the most important things required for brick-and-mortar businesses to thrive. Retail signage may be a traditional form of marketing, but there’s certainly a reason why it has stood the test of time. It’s one of the most effective ways to attract customers, boost sales, and communicate with your target audience.
Signage is an important aspect of brand perception. The better your signage, the more reputable and attractive your brand will be to potential customers. Here are some benefits of retail signage that you should know about.
It helps you easily attract customers
Professional, bold and visible signage sends a message to customers who are around the area. They’ll be able to spot your store and be inspired to come inside to learn more about what you offer.
Serves as an in store guide
An important part of customer service is making the customer’s experience in your store simple, even without them speaking to a store worker. One way to do this is to make sure your in-store signage is clear. This is known as retail wayfinding.
For example, a clothing store should have signage that indicates where the men’s vs women’s sections are, where the changing rooms are, etc.
It’s cost effective marketing
Retail signage is a cost effective way to market to potential customers and boost sales. The best part is unlike digital ads, it’s a once off expense and will only need to be replaced years later should the signage become damaged from general wear and tear.
It can complement your digital marketing efforts
If people happen to discover your store online, they’ll be able to easily find it in person if you have good retail signage.
It’s a great way to communicate with customers
Visual communication is a key part of an individual’s customer journey. Signage can attract attention and inspire action, which will likely lead to an increase in sales.
It’s an important part of branding
Competing with huge businesses as a small retailer can be difficult. It’s best not to get drowned out and claim your stake by establishing your presence with retail signage.
Tips for creating the best retail signage
1. The bigger the font, the better
If your font is too small to read, people will likely miss your store. Make sure you pick a large enough font size so that the sign can be read by people walking or driving from a fair distance. You should also pick a good font. It’s no use choosing a font that is difficult to read, so make sure it’s legible and in line with your brand font and colors.
2. Add directional signage in your store
This is indoor signage that will make it easier for people to navigate your store, which results in a more pleasant shopping experience. Keep in mind that your signage should be ADA-compliant, which means making sure people with disabilities are also able to navigate your store.
3. Use promotional signage
Is your store hosting a sale that you want people to know about? Put up a promotional sign to attract your target audience. You can incorporate humor and use catchy phrases that will pull people towards your store.
Retail signage is an important part of thriving as a brick-and-mortar business. By following the guidelines above, you’ll be able to leverage the power of retail signage and attract potential customers to your store.