Retail business owners want customers to walk in the door, and once inside, you want them to buy your products. Is your storefront sign working as hard as it could? Do your entrance signs attract attenion? Do you have point-of-sale (POS) signage throughout that features products you want to move?
Your storefront sign is the first step in attracting customers. A study by the University of Cincinnati showed 29% of shoppers were drawn into a store based on the quality of the sign: it rose to 55% for the 18-24 age group. A storefront sign must be readable from a distance and clearly convey who you are and what you do. High contrast color combinations, sans serif (no tails) fonts, and lighting will make your sign more visible.
Store entrance signs are the next step in getting people in the door. Eye-level entrance signs guide your customers from the parking lot to your door and attract passersby who weren’t planning on stopping in. Entrance signs follow the same basic design criteria as storefront signs – a clear, concise message about who and what you are. A good use of store entrance signs is to promote specials or featured products that will draw people in. These signs can be window graphics / lettering, sidewalk signs (if allowed), banners, or posters. Be judicious. Too much signage can create “visual noise” or clutter that people will not take the time to absorb. Your message will be lost.
Once inside the store people expect to be guided to the products they are looking for. Point-of-sale (POS) signage helps guide them to what they want. At the same time, you can use POS signs to draw their attention to the products you want them to buy. Customers are 6 times more likely to buy a product featured in a point-of-sale display. There are many types of POS signs. Floor graphics have been known to increase people stopping in that location by 180% and increase “first time purchases” by over 11%. WalMart increased sales of a featured product by 100% using end-cap digital displays. More traditional POS signs are banners or posters that are strategically placed.
Spot-On Signs & Graphics can help you with a comprehensive sign campaign – from exterior business signs to interior business signs. Visit our website at www.spot-on-signs.com, email us at info@spot-on-signs.com, or call us at (530) 295-8285.
