Retail Store Signage

Retail Store Signage.

When discussing store fixtures and layout, it just makes sense to take it to the next level and talk about retail store signage that conveys your messages within your store’s environment. I have noticed that by the time a remodel project nears completion that many store owners become hesitant to spend the money that puts the “icing on the cake”, so to speak. But I think the important thing to realize is that retail store signage is not just about making a place pretty, although that’s important too.

Tell Them Where to Go!

More important, I believe retail store signage is about guiding people through your store…making their shopping trip easier and the time they spend in your environment more productive.

And let’s face it the more time customers spend in your environment the more likely they are to find the impulse items that will drive your ticket totals and your margin up.

In the book Discovery-Based Retail, I outline the fact that there are 3 types of retail store signage to place in your environment: informational, decorative, and directional. Each of these sign types has a specific purpose and in some way adds to the ambiance of the store at the same time.

Sign Types.

Informational signs detail product benefits. They educate and help to create desire for the products that they detail. These signs are usually at product level and help customers with buying decisions when clerks are either not available or not desired.

Decorative signs add to the ambiance of the store. These signs will often depict happy, healthy people doing things that we would all like to do. The implication may be that if you do these things, you too will be healthier or happier. This type of subliminal communication also helps add  desire for certain products or product groups. An example of this would be a picture of friends smiling, laughing and eating Bar-B-Que. The picture could add color, flair and a category suggestive message to those who viewed it. Further when strategically placed it could help guide shoppers to your outdoor living department.

Finally, the all-important directional signs guide shoppers through your environment. Whether that means mens’ and womens’ in a clothing store or bread and milk in a grocery store, these signs simply make the shopping trip easier for customers.To a large extent, the more the better. Additionally, the further these signs drill down, the better.

Retail store signage is not an optional luxury.  It is  a critical part of a successful store presentation

So, what are your thoughts and experiences?