Top 7 Tips for Effective Retail Signage

Increasing in-store sales is a top priority for every retailer. Competition for customers is fierce and as a retailer, you need every tool in your arsenal just to get that customer in the door. Then what? Making the most of a customer's visit without putting them off can be a fine line to walk. However, there are several great and easy to employ strategies that can make your customer feel welcome and more inclined to make a purchase. For instance, the first five to 15 feet inside your store are considered a "decompression zone." This is the area where your customers will get their first impression of your store. Make sure that first impression is a good one. You can use the area around that space to post information your customers can use, such as a bulletin board with a store map, a list of special events, a list of current specials or a list of classes, if your business provides them. In fact, implementing a signage program is an extremely important part of increasing in-store sales. Read on to discover tips on how to create and utilize effective retail signage.

• Look professional. While a handwritten sign might do in a pinch, unless the hand-written look goes with your branding and decor, you're much better off going with a professional signage company. Suppliers such as

Pangea are a fantastic resource for professional signage ranging from shelf labels and price tags to custom display signs. Every piece of printed matter your customers come into contact with should look polished, promote your brand and help increase sales.

• Keep it pithy. When it comes to signage, the shorter, the better. Attention spans are shorter than ever (Snapchat and Vine, anyone?) so your signs need to capture attention and get to the point, pronto. For example, putting a sign on a product shelf that simply reads, "Like this? Try these." with arrows pointing in the appropriate directions instantly suggests new products for your customer to try - and does it using only four words.
• Make it easy to read. This one is a no-brainer but if your customers can't quickly and easily read a sign, why have it there at all? Use clear, simple, easy-to-read fonts in characters that are big enough to easily see. Remember, not all your customers have perfect vision and even if they do, being able to see your sign from a distance is a bonus.
• See things from your customers' point of view. Walk out of your store, then walk in again as if you were a customer. Which signs are effective and which aren't? Are signs clear or confusing? Check for problems such as glare from overhead lighting, viewing obstructions or positioning. If a sign is well above or below average eye-level, no one is going to notice it.
• Check out the competition. Take a walk around other retail stores and see what they're doing right, and wrong. This will give you a feel for how other retailers are using signage and can help you refine your own signage strategy as well.
• Don't be negative. People see negative signs all day: "No Parking," "No Smoking," "No Loitering." Keep negativity in your signage to a minimum and instead phrase things in a positive way. "Returns gladly accepted with your receipt within 30 days!" sounds a lot more friendly than "No returns without a receipt."
• Make it personal. Use the words "you" and "yours" in signage advertising your products. "Your family will love this dinner tonight!" or "You'll be the hit of the party!" immediately gets your customer imagining themselves using your product.

About the Author: Michael D. O'Neil is a marketing expert and contributing writer who enjoys helping retailers make the most out of their signage.

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