Signage often gets overlooked in discussions regarding sales tactics, but it can be extremely beneficial for any business. New customers may be attracted to your brick-and-mortar store and enterprise level operation through effective signage, which would also increase sales.
This post concentrates on the impact strategic signage has on sales, from improving brand recognition to creating eye-catching storefronts, and offers practical advice for unlocking these marketing tools.
Signage Affects Recognition and Visibility of Branding
Signage also makes a company’s name known to the general public. Every business sign is essentially an advertisement. Without a sign, people will not know that a brand exists. Signage on the other hand, will get a business known and help it stand out.
According to ISA research, around 76% of people walked into a store they have never gone into before just because of the sign placed on the store. This shows that a properly placed sign has the power to attract customers.
Strong Signage Visibility Offers:
• A polished sign increases the perception of a brand and gives off the impression of class and professionalism.
• A good marketing campaign should always accompany consistent branding. Branding should be aimed at improving recognition anytime and anywhere clients come across a business entity.
• Trust Development: Good signage increases trust toward a business with its customers.
Signs can either be a logo or a custom sign that creates first impression of your brand, and it should be impactful.
How Better Signage Improves Customer Inflow
Increased footfall alone does not guarantee that a business will have increased sales and growth. But strategically placed signage can greatly increase inflow of customers.
Starbucks and Target are some of the many brands that strategically market their products using signage, and in turn receive great amounts of footfall. Their unique logos, vibrant colors, and clear slogans are a great aid.
What Can You Do to Make Your Signage More Effective?
1. Signage Placement: There are ideal places where a sign can be recognized, including busy crossroads, your own business storefront, or around competitors’ businesses.
2. Discounts: Signs depicting ads, special sale periods, or any kind of discount invariably get attention.
3. Clarity Call-to Actions (CTAs): Actionable CTAs such as “Shop Now,” or “Limited Supplies – Act Fast,” motivate customers to make a purchase.
Drivers of traffic and foot traffic can make or break your business, take advantage of strategically placed signs to peak curiosity.
Different Types of Signage and Their Benefits
For every style, there’s a type of signage. Understanding the specific craft and its purpose is essential for success.
1. Exterior Signage
Your exterior sign is your brand’s billboard. It increases the footfall to your business’s location.
• Impact on Sales: Competitive redesign of the exterior increases remembrance and walk-in rates from first-time customers.
• Tip: Make exterior signs bold by using brand colors, logos, and bold font to make them recognizable and easier to read from a distance.
2. Interior Signage
Guides customers who have already entered into taking some form of action, inform, and serve to direct.
• Examples include product labels, pricing boards, and aisle inspired decors.
• Impact on Sales: Encourages spending over the required amount like spotting and purchasing trendy Instagram captions.
3. Digital Signage
Updating and editing content on the go has never been this easy. Thanks to technology, digital boards offer updates to content dynamically.
• Impact on Sales: Unlike unchanging signs, Digital signage is capable of changing in real-time to promote sales, new products, or offer discounts via QR codes.
4. Wayfinding/Directional Signs
These basic tools assist your customers in finding what they are looking for with minimal effort.
• Impact on Sales: When shoppers can navigate your space comfortably, they are more likely to visit other areas of your business which increases revenue potential.
Blend various types of signage to enhance the customer experience.
Successful Businesses That Leveraged Signage
A Local Bakery’s Traffic Boom
An Austin, Texas, bakery witnessed a 40% surge in customer visits after implementing a retro storefront sign showcasing a catchy slogan adorned with glowing LED lights. Their sign turned into an Instagram focal point, allowing the brand to organically garner thousands of new customers.
Increasing Mall Retail Conversions
A clothing retailer in a busy shopping mall achieved a 25% boost in sales by installing large “Sale Today Only” digital signs at eye level and other high-traffic areas. The signs functioned as digital magnets, attracting customers into the store.
Enhancing Customer Navigation in Supermarkets
A supermarket chain strategically placed promotional signs within their stores highlighting deals to aid customer navigation. This not only alleviated some customer annoyance but also increased sales by an average of $18 per customer.
These cases exemplify how a well-designed signage plan not only garners attention, but also contributes toward achieving business goals.
Steps to Creating Useful Signage for Your Business
Designing signage involves both creativity and strategizing. Here are a few strategies to ensure comprehensive sign effectiveness.
1. Focus on One Element Per Sign
Your potential customers have some seconds to look up a sign, so restrict each message to one central theme and keep the layouts uncomplicated.
2. Allocate More Resources For Design
Polished graphics can be made by professionals or through self-service design platforms. Having proper signage boosts your business’s marketing appeal immediately.
3. Use Readable Fonts
Text should be distinguishable from a distance and maintain clarity, so use bold readable typefaces alongside high-contrast hues.
4. Make Sure To Be Focal With Branding
Consider incorporating your tone, color palette, and logo. Trusting recognition is built with that form of consistency.
5. Create Prototypes
Instead of spending your resources on the actual signs, test out small groups with mock prototypes and acquire attention-grabbing, clarity of the message feedback.
These guides will ensure your signage fulfills a purpose and transforms from merely aesthetic to something functional.
Best Techniques To Raise Sales With Signage
Outside the limits of a business’s basic static display, signage serves dynamic sales boosting functionality for enterprises of various scopes.
Strategic signage will differentiate your brand from your competition, from generating unforgettable brand experiences to guiding customer actions.
Remember, when improving the look of your store, adding interior digital signage, or any other initiative, it is key to communicate effectively with your audience and motivate them to take action.
Looking to create world-class signage? Get in touch with us today so we can help you make your ideas a reality!
