5 Types of Signage Your Business Needs
brick and mortar business locations rely on people being able to find their location, and physical signs are the best way to point customers in your direction. These are the types of signage your store needs to have to attract more foot traffic.
According to a census study conducted in North America, retail stores account for 90% of total purchases made by citizens both online and off. That truth arrives in stark contrast to the increasingly popular narrative that eCommerce is taking over the global marketplace.
In reality, eCommerce only accounts for 10% of consumer purchases and what that means for people looking to get into the physical retail game is a tremendous opportunity.
Still, just because there’s a large market you can capture in your retail space does not mean that actually getting it is a given. You still have to put your best marketing foot forward to maximize your success.
One of the best ways to do that is by investing in different types of signage.
Not sure what signage you should focus on for your retail store?
Below are our suggestions of where you can start!
1. Signage That Calls People to Action
Signage that moves customers towards an action (or “persuasive signage” as it’s commonly referred to) in retail can be tremendously powerful in a variety of ways within your store.
It can help inform people of sales that are going on. It can drive focus to products that would otherwise go unnoticed. It can even direct your customer’s experience within your store as a whole.
Note that not every piece of persuasive signage needs to be a “SALE” sign (although that’s a very powerful one you should definitely use where appropriate).
Types of signage of the persuasive nature can include powerful imagery that draws a customer’s eye in a certain direction. It can be creatively laying out the details of a product you’re trying to push. It can be just about anything!
Bottom line, any type of creative signage you use that drives customers towards a particular product is persuasive. So find those products you’d like to see moving faster in your store and start leveraging different types of signage to get them more attention!
2. Instructive Signage
The bigger your retail store is, the more types of signage you’ll need to make sure that customers can always get to where they want to go. That’s where instructive or “wayfinding” signage comes in.
We’ve all seen the typical use of instructive signage leveraged by big-box retailers and department stores. It’s those signs that usually hang down from the roof with arrows pointing people towards the men’s department, children’s section, restroom, etc.
Some must-haves with your instructive signage should be easy to read font, concise language, and highly visible colors.
With clear instructive signage in your store, people can find what they’re looking for faster. That ease of navigation will add convenience to your customer’s experience which will prompt them to come back in the future.
You can get more info here on this type of signage.
3. Outdoor Signage
Outdoor signage is one of the most integral types of signage retailers have in their toolbox.
Why?
Because it’s what gets people in the door which is the most difficult part of a retailer’s customer acquisition process.
Outdoor signage can be as simple as putting out a chalkboard on the sidewalk that communicates today’s specials or sales. You can even kick it up a notch by using window displays or even video walls.
There are no right or wrong answers here. You just want to have some store signage that peaks people’s interest enough to come inside.
4. ADA Required Signage
It can be difficult for small retailers to keep up with all of the things that are legally required of them to ensure they’re not discriminating against certain classes of people. One of the most important things you’ll need to understand and comply with in your store are Americans with Disabilities regulations.
These regulations require many retailers to have signage up that communicates where wheelchair accessible parking, exits and entrances are. It may also require retailers to provide signage as to where handicap restrooms are located.
Furthermore, to be inclusive of people with visual disabilities, you may be required to provide certain signs that incorporate braille.
Your obligations under the ADA may vary based on the size of your store and your local jurisdiction. Refer to your city’s business resources to see what types of signage you’ll need to include.
5. Floor Signage
You may look at your floor as an area that simply get walked over and mopped up. Well, we’re here to tell you that it’s also a valuable advertising space!
If you’re using doormats, they should have messaging on them that have your company’s name, communicate a sale or just make people smile. You can also use adhesive decals on your store’s tile or wood flooring which can direct customers to certain products or promote a product that you’re trying to move.
Getting creative with your floor signage is an easy way to capture eyeballs. It will also put you ahead of the curve as most retailers don’t think to leverage floor space!
Wrapping Up Types of Signage Your Business Needs
The economy is up, consumer confidence is high and consequently, there is a lot of opportunity for people looking to open up a brick-and-motor store. In order to maximize your store’s success, you’ll want to strategically use different types of signage.
Our recommendation is to start with the kinds we mentioned in this article. Persuasive, Instructive, Outdoor, Floor and ADA Compliant.
In conjunction with one another, those signs will ensure that customers always experience a streamlined visit to your store, are made aware of the best deals you’re offering and that no one is unintentionally discriminated against!
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