The Purpose of Signage in Retail

Tags – Purpose of Retail Signage

One of the oldest forms of marketing communication is through business signage.

Going back to ancient times, there is research that shows signs were a primary form of communication by merchants, and were used to identify a shop, promote prices and distinguish businesses from one another.

And, this is still the case today; if you want your retail business to be successful by attracting customers and driving sales, it starts with signage.

With technological advances today, quality signage is a super effective way to boost footfall and communicate with your customers.

But, if you don’t implement this properly, it can cause overstimulation and confusion, so there needs to be a balance.

That said, let’s take a closer look at what signage is and the purpose of it in retail spaces.


What is Signage?

To put it simply, business signage refers to various types of graphics and text that is produced in order to:

  • Communicate information
  • Direct people to find a certain place
  • Showcase products or services
  • Increase brand awareness

In other words, signage relies on wording and pictures to convey a particular message.

In the brick-and-mortar retailer sector, if you want to be successful, signage is essential to grab the attention of passersby, and is the easiest way to get their eyes on your business.

Essentially, business signage will act as your silent salesperson, so it should never be considered as an afterthought; i.e. it’s just as important as your website design.

Lastly, business signage comes in many different forms, and can include outdoor signs, window displays, informational signage, LED lightboxes, digital signage and more.

Now that you know what business signage is, let’s discuss the purpose of it in retail.


The Purpose of Signage in Retail

Regardless of where your signage is, this is the first in-person interaction between your business and your potential customers.

And it will be the difference between them visiting your store or choosing your competitors – which is not ideal!

In fact, a study by the Signage Foundation  indicates that signs have a positive impact on sales, with 60% of businesses reporting a 10% increase in sales by either adding new signage or updating existing ones.

Overall, there are 3 main purposes for using signage in retail stores:


1. Advertising and Marketing

The most common reason for using signage is for both advertising and marketing purposes; just think of billboards, for example.

Ultimately, signs play a key role in the way your potential customers perceive and remember your brand.

Not to mention, well-designed attractive signs will create a lasting impression and persuade them to visit your store, as well as communicating what your business and products have to offer.


2. Driving Footfall

As briefly mentioned, signs are the easiest way to attract customers and help them find your business.

To put it simply, your potential customers will assume things about your brand based on its signage, and those put in the window displays will pique curiosity and help them decide if they want to come in.

Plus, signs indicate to people that they are in the right place, and when it’s of high quality, and the customers are greeted by your staff, this will leave a positive lasting impression.


3. Guiding Customers Through the Store

Think about the last time you went to a train station or to a big airport, how easy was it to find your platform or border control?

Was it fairly straightforward?

If the answer is yes, that’s because of good “wayfinding”.

By wayfinding, we mean how businesses use visual graphics and communications to help customers find what they are looking for; it helps them to navigate your retail space and creates a better shopping experience overall.

For example, businesses can create themed product displays in the form of a lightbox and then use signage to help them find those easily.

Furthermore, depending on the size of your retail space, you can use signage to visually break your store into separate components, such as clothing style and categories.


Wrapping Up

To sum up, the purpose of retail signage is to communicate with your customers and encourage sales; the economic impact of it is huge.

Plus, it makes for a far more pleasant customer experience once they enter the store, as they’ll be able to easily navigate through your space without having to ask staff basic questions.

Finally, it helps to set the tone and expectations for your brand, leaving a positive and lasting first impression.


Please get in touch today if you’d like to know more.

In the meantime, take a look at our DPI (UK) illuminated LED Lightbox Solutions here.