Retail Signage Tips for Small Business Owners
We know the unique challenges of running a smaller, family-owned business. We want to help the retailers we work with as much as possible to keep their doors open. Our team is passionate about serving your business and helping you succeed. Along with providing top-quality service and merchandise, retail signage and merchandising go a long way to growing profit margins.
What Is Retail Signage?
Retail signage is any kind of graphic display that helps educate and engage your in-person shoppers. This includes exterior signs, digital signage, and window displays. It's likely the first connection potential (or current) customers will have with your business, and the interaction needs to be positive.
Want more proof that retail signage works?
Research shows that 68% of customers believe that signage reflects the quality of a business and its product. Investing in retail signage can offer serious returns for brick-and-mortar retailers who have already faced several months of challenges.
Why Does Retail Signage Work?
Think about these benefits of using retail signage.
Advertising and marketing: Your customers will see signage for your business around town and outside their home (and your business). This includes billboards, exterior signage, and other media that work to advertise your retail business and leave a lasting impression.
Higher customer count: Make your retail signage informative and engaging to attract customers to visit your physical location and boost overall foot traffic. A lack of signage is bad, but poor quality signage is even worse — customers need to know where to find your business.
Wayfinding: The signage not only gets customers into your store, but it will also help them properly navigate around the layout to find what they're looking for. Retail signage in-store clears up confusion and allows shoppers to make educated buying decisions. Also, it helps build their trust.
Ultimately, retail signage is a communication tool. When designed and installed in an optimized way, it can work to help guide shoppers from idea to conception and maybe even towards a more significant purchase. You can track the result of your signage by following the sales of the inventory it promotes. This is a great way to quantify customer demand and understand insights that help you meet those demands.
Optimizing Retail Signage
If you install exterior retail signage, make it easy to read and in line with your existing brand. Think about all potential customers walking by who have seen your store and never stopped in. How can you convince them to give you a try?
Don't forget to use clear, concise language and accurate information to help give customers a path to travel throughout your store. They're far less likely to return to shop in your store if they're confused. Sometimes shoppers need a nudge to follow through with their purchase decision. High-quality retail signage can be a great way to turn an otherwise "regular" product into a superstar.
Don't forget ADA compliance! Signage should support everything you do in your store to welcome a diverse customer base. Take your compliance a step further and provide Braille for those who may have vision impairments.
Find a Signage Professional
When your signage is well-designed and high-quality, you'll demonstrate to your customers that you value them enough to invest in their experience at your store. You know first-hand as an owner that shoppers will notice when signage is misspelled, misprinted, inaccurate, or just plain confusing. Working with an experienced signage partner will help give you peace of mind that you won't have to deal with costly or time-consuming mistakes or errors.
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