Retail stores are very customer-centric; after all, the success of a retail business depends on its ability to attract customers and convince them to make purchases. However, retail stores cannot drive sales without their customers noticing them, and that is where signage comes in. Signs are essentially quiet salespeople and store attendants. They tell customers more information about a business, drive foot traffic, give directions and even persuade the right people. Poor quality signs confuse and drive away customers while good quality signs drive sales. That said, here are five important signs for retail stores.

Outdoor Signs

Outdoor signs are perhaps the most crucial for any retail store. They help stores overcome the largest barrier to initiating fruitful relationships with potential customers – getting customers inside. Outdoor signs are often a customer’s first point of contact with a retail store and consequently shape their first impression. A good outdoor sign should be more than an announcement of a retail store’s presence; it should draw customers’ attention and make them consider buying something. Also, outdoor signs should be placed at the most visible positions possible, e.g., windows, the entrance and sidewalks.

Health and Safety Signs

The covid-19 pandemic has heightened everyone’s awareness regarding the importance of health and safety in public spaces such as retail stores. Since safety consciousness will not depart any time soon, it is about time retail stores began emphasizing health and safety guidelines through signage. By investing in health and safety signs, e.g., hand washing and social distancing signs, retail stores communicate that they care about their customers’ and employees’ well-being.

Informational Signs

Informational signs (also known as wayfinding, directional or organizational signs) help visitors navigate a foreign space more easily. Placing informational signs at retail stores helps customers quickly find what they need, which adds to the convenience of their shopping experience. Informational signage should be concise, self-explanatory and easy to understand.

Persuasive Signs

As suggested by the name, persuasive signs influence customer behavior by combining eye-catching imagery and persuasive language. Retail stores use these signs to advertise specific products or offers. Well-done persuasive signs increase sales for already selling products and enhance interactivity for slow-moving inventory.

ADA (Americans with Disabilities Act) Signs

All customers should feel welcome at retail stores. Besides offering accessibility through features like reserved parking, elevators, entrances and exits, restrooms and cashier stations, retail stores can serve customers better by placing ADA signs relevant to the features they provide.

Making the Most of Retail Store Signage

A retail store’s implementation of signage can significantly influence its performance. From the outside sign to the persuasive sign, each sign should be visible, concise, clever and brand-specific.