Signage is the voice of a retail store. Any store’s goal is to get footfall, guide the prospects through an enjoyable shopping experience, make it easier for the sales representatives to do their magic, and at the end of the day, get sales. Retail signboards are critical contributors to a retail store’s success; It’s no wonder every shop, restaurant, clinic, café, and specialty store has at least some sort of signage.
Often retail store managers think about signage separately from the basic store design. However, proactive store design with a focus on maximizing the visibility of signage can significantly improve footfall and sales. Let us tell you how to make retail signs more visible for your customers.
Maximizing Visibility of Outdoor Signage
The outdoor signage or your retail store gets you footfall for its entire lifetime, so it makes financial sense to invest in high quality signboards when you set your store up. There is massive variety in the outdoor signage market, right from king sized billboards to neon signboards.
Invest thought in the positioning of the signboard, to get it maximum visibility. In some localities, outdoor sandwich boards work well to communicate news of upcoming events and special promotions.
Remember, outdoor signage will continue to talk to audiences for the lifetime of your retail store, so invest in a good quality and unique sign board. The font and colors you choose also have a lot of say in defining the signboard’s readability and ability to attract. The message on your signboard only gets a split second to make a place in the mind space of the on-looker. So, get a designer on board to create an attractive signboard and watch your revenues grow.
Signboards pay for themselves. Signboards pay for many things! They also satisfy customers and non-customers alike since you are letting them know what you are selling so you save everyone time. This makes the shopping experience that much richer for everyone involved.
Signs Inside the Store – What You need to Know
Mid and large sized stores have to gain a lot from overhead signs that help indicate the prominent sections of the retail space to shoppers. These signs are hung from ceilings, and help shoppers navigate to the right product sections and billing counters, taking uncertainty out of their shopping experience.
Also, directional signs are important to indicate washrooms, exit points, etc. Look for specially designed signboards to communicate store policies, operational times, product return and exchange policies, and so forth. Keep the content crisp, so that it registers with the reader, and think well on where you want to place these signs for maximum visibility. For instance, shoplifting policy signs in an apparel store are highly visible in sections housing small sized products, and in dressing rooms.
Then there are shelf talkers, small signs that talk about specific products, telling enchanting tales of how the product will be a great fit in the life of the shopper, even when the salespersons are not there to do the talking. Look for bright colors, and signboards in irregular shapes and forms to attract attention. You can enhance visibility by leveraging different font sizes, emphasis words, and crisp copy.
Add Call to Action to get Things Done from Signboards
The Call to Action is what differentiates a truly eye catching and innovative signboard from a good one. Add a crisp and motivating call to action at the end of all signboards, right from the one outside your door to the one hanging over your billing counters. And do not copy someone else’s sign like James McGill did in Better Call Saul. That is unimpressive and slimy!
Use visuals on the signboard to attract eyeballs, and use stick figures, and geometric shapes to communicate multi-step processes via signboards. Digital signboards add a lot of impetus to how you can control and talk to the customer via signage in your store.
There you have it. Think like a customer, take a stroll through your store, identify the star signboards and the ones that need to be upgraded, and obtain golden results for your establishment.
Communicate harmoniously with the customer without even actually speaking to them.
