For retail, signage is the equivalent of a voice. A retail store that uses tremendous signage in an artful manner sells much more than another store with comparable product catalog, that’s the power of signage.However, it’s naïve to believe that placing that order for a few standing flex posters, a couple of dozen plastic message boards, and a couple of high end digital sign boards is all you need to do.
That’s half the job done, the other half is about creating retail messages that capture attention, get footfalls, motivate shoppers to pick up a product, and finally, make the sale, like your best salesman would do.
Make Your Message as Crisp as Possible
Face it, shoppers are hard pressed for time. Some would think it’s just amazing they found the time to switch off those laptops and hit the real brick and mortar store. Now that the customer’s in your store, you want to be crisp, short, and sweet, with your retail signboard message. You want the customer to be able to find your store and know what they are walking into before they even walk into it.
So now they will be able to find the product or service even faster since they have more time to ascertain what they want. This means their shopping experience will be more enjoyable which is what you want the shopper to have – an enjoyable experience!
Consider how few years back, everyone thought it was impossible to exchange meaningful messages in less than 140 characters (Twitter), and that creating videos less than 2 minutes long would not be feasible (YouTube short videos). Today, attention spans are shorter than ever, and they’re only shrinking.
So, choose retail signage that’s compact, so that you can maximize the number of messages, keeping average message length short. Want to up-sell? Try a sign board that says – ‘Jumbo battery – lasts 25% longer, at just 10% extra cost!”
Make the Message Broad and Clear
It’s surprising how so many retail stores invest heavily in retail signage, only to showcase multi-colored, curly, intertwined, and often unclear texts. Be smart, use sign boards with a light background shade, and adopt bold texts and fonts styles to deliver your message.
Digital signboards are a poignant option, because they allow you to change message text style and font as well, and hence ensure your messages are visible from a few feet away. Baby Boomers, in particular, appreciate broad and large message texts on sign boards.
Create Mental Visuals in Customers’ Minds
Your shoppers want to visualize themselves using the product, it’s no point harping on the product attributes, when all the audience wants to see and think is how it would be like to own and use the product.
This gives retailers sufficient reasons to use signboards with strong presence, such as long flex stands, neon signs, cabinet signs, and specialty signs. Because of the quality and uniqueness of these sign boards, they attract eyeballs, and once that’s done, it’s down to your message’s creativity to pull the watchers in the store and let them indulge in shopping.
Like they say, nobody wants a drill bit, they want a hole! So, talk about the outcome of the product use, not the product features. “Be a Hero Tonight With This Manly Fragrance’, ‘Manage Your Curly Hair Like Magic’, ‘Make Her Smile Wider with These Roses’ – if audiences see these messages on quality sign boards, chances are they’ll shop at your store.
Final Thoughts
Creating memorable retail stores can be fun, provided you really start trusting that a message board can be the difference between a store visitor and a regular shopper.
There’s so much variety and so many amazing options of materials, sizes, and shapes in the sign Create Compelling Signage board market that there’s literally a special sign board you can use for each of your product lines and retail store sales and marketing goals. Get some quality sign boards, create crisp and catchy messages, and see footfalls and sales surge.
