Using the Signage in retail To Drive Sales
Some businesses lack the finances to launch huge marketing and advertising campaigns, which means they need to rely on other, more creative ways to draw in customers and boost sales. The exterior and interior signage at your shop can play a critical role in the attention grabbing process that gets customers through the door, as well as keeping them moving through your store.
The Store Sign
The first, and arguably most important, sign customers will use to decide whether to stop is the store sign. The store sign needs to do a lot of heavy lifting. It needs to communicate the name of store, but it also needs to communicate what the store sells. If the name doesn’t identify what you sell, such as stores with a family name, consider adding a sub-title that identifies the general category of goods or services you sell. Also make sure the sign is readable from a distance. If the sign is too small, passing drivers or pedestrians won’t be tempted to stop.
Tell Them About the Sale
Even if you’ve taken out ad space in local papers or circulars, that doesn’t mean every person going by the store knows you’re running a great deal. Banners and sandwich boards offer you a way to announce that sale or event is happening. Just knowing that a sale is happening is enough to draw in some customers and, in a strange paradox, busy looking stores often attract other customers who want to know what is happening.
You can also use sandwich boards as a kind of subversive advertising method. For example, you can run a daily deal that only appears on the board, which encourages people to stop in several times a week.
Every business dealing in physical products has high-demand items. Avoid placing these at the front of the store, as it encourages grab-and-go shopping. Place these toward the back of the store and use a sign to announce their presence. This encourages customers to walk through the store, browse and pick up additional items.
You should also use signs to clearly designate product categories. The more time a customer must spend searching for an item, or if they need to ask where it is, the more likely they are to leave without it. Don’t forget to put of signs that indicate “New Products,” “Sale Items,” and “Clearance,” as these play to novelty seeking and bargain hunting shoppers.
In your product areas, make a point to shelve products in organic groups. For example, if you sell peripherals for car electronics, you’d want to shelve charging adapters for MP3 players close to a product like an FM transmitter that plugs into an iPod. End-cap shelving also offers an excellent place to bundle shelf a set of related products.
Effective signage tells the customer what a store sells, when it’s running sales, and where to find products once inside the store. By organizing the store to put higher-demand items deeper inside the store and using signage to announce where these items are, you encourage more traffic, browsing and increase casual purchases.
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