5 Tips for Using Signage to Communicate with Your Retail Customers
Written by SignClick Admin on February 6, 2017
The retail environment is fiercely competitive nowadays, so engaging with your customers at every opportunity is essential. An effective way to communicate your sales and marketing messages within a brick-and-mortar store is by using signage. But to really grab the attention of customers, your signs need to stand out and resonate with their target audience.
1. Choose the Font Wisely
Think carefully about the font you choose for your sign. Does it fit in with other signs and the overall theme of your retail environment? Is the font conducive to selling and persuasion? If you’re communicating a sales-related message, dark and bold fonts are not always appropriate. In many situations, softer, natural-looking fonts develop trust between a brand and its customers.
The primary objective of your signage, however, is to attract the attention of customers and communicate a specific message. This can be difficult when there are multiple colors and elaborate “handwriting” fonts for the eye to negotiate. The font you choose for signage should be capable of attracting attention and delivering a clear message in a second. If your customers can’t read your signs easily, their attention will quickly move on to the next point of interest.
2. Keep the Message Concise
The increasing use of instant messaging services is changing the way we communicate with one another. We’re being conditioned to rely on fewer and fewer words and sentences to get our points across — and that same principle should be applied to the messages on your signage. Keep things as simple and concise as possible, as the clarity of your message is crucial when communicating to customers in a retail environment.
Decide what you want your customers to get from the sign, and then write an initial message. You can build custom signs online that let you edit the copy over and over again until only your key points remain. Any “fluff” and redundant wording will reduce the impact of your sign and dilute your message.
3. Focus on the Benefits
Customers generally aren’t bothered about how things work when it comes to making purchasing decisions; they’re more concerned with the benefits involved. To persuade your customers to buy a specific product or sign up to an offer, make sure your messages focus almost solely on benefits. Think: “What’s in it for the customer?”
4. Choose the Right Sign for the Right Location
Before you design any of your signs, you should walk through your entire retail area while thinking like a customer. Are your eyes drawn to specific areas? Do you expect to see signage in certain places? Are there places where the placement of signage seems logical. Once you’ve decided on where to place your in-store communications, you need to decide what type of signage is most appropriate. For instance, aluminum signs and banners are probably the most appropriate options for outdoor locations. Coroplast signage made from a durable plastic compound, or custom corrugated signs could be the best option for communicating messages inside your premises.
5. Test the Efficacy of Your Signage Continuously
There are several ways to test how well your signage is performing. Create a customer questionnaire that includes questions on the various marketing messages within your store. You can then target a wide variety of customers to gauge their overall impression. Alternatively, monitor the conversion rates associated with different signage and communications. If you’re selling a specific product at a discount, this should be relatively easy to do. Try out a few messages, layouts and locations for your signage, and find out which combination delivers the best results.
By keeping your signage relatively simple, concise and benefits-focused, you should be able to communicate offers with your customers effectively.