Retail signage is one of the world’s oldest forms of marketing and remains highly effective today. In a recent survey, 68% of consumers reported having purchased a product or service because a sign caught their eye. Changing and updating retail signage also has been shown to positively impact sales. In a poll conducted by the Sign Research Foundation, more than 60% of businesses responding reported a 10% increase in sales just by adding to or updating their signs.
While clear and compelling signs can help to boost your business, however, confusing, hard-to-read signs won’t be as effective or may even hurt it. When your brand is represented in retail stores with different footprints, it also complicates the campaign, requiring the size and location of the same signs to vary from location to location.
“At Southeastern, we take a collaborative approach with our clients’ marketing teams from the project’s inception, including defining the project’s scope, designing signage, and selecting inks and substrates. We are dedicated to providing hands-on service, and our installation team can manage installations across all retail locations due to our national presence. This hands-on approach ensures every aspect of the project meets our client’s expectations and maintains high-quality standards,” said Southeastern Representative Stephen Meltzer.
Whether you are developing a new in-store signage program, updating existing signage or creating a seasonally themed campaign for retail stores of varying sizes, here are six best practices to keep in mind.
- Brand consistency. Quality signage can aid consumers in finding, understanding and wanting your products, but even when it doesn’t lead to an immediate sale, it builds brand awareness. Therefore, every piece of signage you create, from banners to header boards to shelf tags, should incorporate your logo and stay consistent with your brand marketing guidelines.
- Visibility. Signs should be large enough to catch the eye, positioned at eye level if possible, well lit, and located in high-traffic areas where they are most likely to be seen by customers. Consider using large-format banners and wall coverings for the greatest impact.
- Legibility. How often have you had to stop and squint to read a sign with a font that was too small or intricate to be legible? Another common complaint from shoppers is that the color of the font is too close to the color of the background. Be sure to choose a font and color palette that makes your message stand out.
- Pricing and Promotion. Signs highlighting new or seasonal products, special offers or promotions have been proven to attract customers’ attention and convert to sales. According to Forbes, a poll of more than 3,000 shoppers revealed that 82% of their buying decisions were made in-store, with 62% making impulse buys. Consider including sandwich boards, retractable banners, POP displays and shelf talkers announcing promotions in your signage program to point customers to your products.
- Durability. Select a printing substrate that will stand up to the wear and tear of the retail environment, particularly during the holidays. Materials commonly used for in-store signage include acrylic, foamcore, self-adhesive vinyl, Coroplast (a lightweight corrugated plastic), aluminum, wood, and magnetic sheets. While wood is highly durable, not all printing companies can handle it. Make sure to work with a printing solutions provider like Southeastern, which has the capability of printing on a wide variety of substrates.
- Scalability. The square footage and layout of retail stores can vary widely – even big-box franchises. It’s essential to measure the different locations where your signage will be placed and create a floorplan for each store. When the time comes to produce the signage you design, choose a printing solutions provider like Southeastern with the experience and equipment to scale it for each store location while maintaining the same visibility, legibility, durability and impact.
For more information on indoor and retail signage programs, contact your Southeastern representative, or email sales@seprint.com.
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