Know your signs. Interior and
exterior retail signage design
One of your most powerful marketing tools, signage design plays a crucial role in increasing sales and footfall within your store. To make the most of this tool, however, you need to understand how to use them best. So how exactly can a professionally designed exterior and exterior signage help your business? What are your options and what should you look out for?
Exterior signage, including window signage, shop front and fascia signs, has the power of bringing customers inside. A carefully designed and high-quality exterior sign tells customers more about your brand, products and business. It needs to be attractive and give customers an idea about who you are as a retailer and what you offer. At the same time, it needs to be attractive enough to get prospective customers through the door.
The power of exterior retail signage design in increasing traffics and sales should not be underestimated. Research has shown that 76% of passers-by would enter a store they have never visited before based on the exterior signage. What’s more, 68% of customers have actually bought products from a particular shop because the exterior signage caught their eye. With these statistics, you mustn’t miss out on this outstanding merchandising opportunity.
Window signage design stands out in its importance in creating a powerful exterior signage design. Being one of the first things prospective customers see, window displays give you the perfect platform to highlight and transmit a positive message. So make sure to use this platform to your advantage. Since you only have a few seconds to convince shoppers to enter your store, it needs to be eye-catching and create a lasting impression. Depending on your store, you can decide to display special or seasonal offers or transmit a message that represents you and sets you apart from other retailers nearby.
If you want to create a pleasant shopping experience for your customers, you must not forget about interior signage design either. While exterior signage plays a crucial role in driving customers inside, interior signage allows you to take your customers on a journey inside. It allows you to draw their attention to specific products or offers. And more importantly, it supplies all the information customers seek to find about particular products.
Customers today want to find out more about particular products than simply their price. You would be surprised to know how many customers are turned off by not being able to tell a product’s price. Research shows that as many as one-third of all sales are lost due to poor signage. So unless you create interior signs with customer needs and expectations in mind, you might be missing out on some serious selling opportunities.
Besides supplying customers with the necessary information about your products, interior signage should also help their wayfinding inside your store. Signage installed above various parts of your store can positively influence your customers’ journey. It has the power to make customers take note of specific products and offers. And if you combine it with a carefully thought-out merchandising strategy, it can create some serious cross-selling opportunities.
Point-of-Sale Display Signage
Another form of efficient interior signage, point-of-sale display signage can be a powerful marketing tool in your pocket to make customers stop and notice particular products. Research shows that efficient point-of-sale signage design can positively influence up to 85% of the purchases made in retail stores.