Here’s the quick and dirty of it: signage is necessary.
When working to bring in new clients, signage is not only the silent salesmen that shows your location; it’s also the metaphorical handshake giving customers a first impression. More than 50% of consumers reported that poor signage was a deterrent to them entering a business. Meanwhile, 68% percent of consumers believe that the quality of the signage reflects the quality of the product they will receive from a business.¹ What is your signage saying?
This is where the ABC’s of signage come in:
A – Attract Customers
Colorado’s population is growing at an exponential rate. For the last decade the population in Denver alone has increased at a 2% rate year over year (US Census). This means your business has new clientele arriving every month and looking for new goods providers. Studies have shown that 85% of a business’s typical clientele lives within 5 miles of that business. Fantastic news- if this new clientele can find you. 35% of consumers said they stopped at a business as they were passing by, and hadn’t previously been to, due to signage. Even in the age of Amazon where it feels most shopping occurs online, it just isn’t the case. Many shoppers will research and find the product they desire online, check the reviews and price shop to the lowest price; then find a brick & mortar shop where they may test the product. Best way to let folks know what you have? Say it loud and proud.
Update your signage and let your brand be seen to bring in these new potential clients that are arriving every month. It doesn’t have to be a monthly rented billboard. With current vinyl technologies, wrapping a wall or window can last up to five years! With a one time investment in your brand, you can generate the impulse stops and buys which you may be missing out on.
BC Surf and Sport updates their signage seasonally and uses their key brands to draw customers in. Customers can see exactly which brands they can expect and the lifestyle that can come with them.
B – Brand Your Location
Back to the silent salesmen. Customers have become more and more anti-social and anti-sales oriented; they have the world at their finger tips, so why should they listen to the person paid to sell them a product? However, with well placed signs and infographics you can sell to customers without interrupting the purchasing experience. Create trust that they can gain on-site at your store, but be sure to back it up on your website, because customers will probably Google it anyway. Slash Snowboards created these displays to show case all the aspects of their gear. All that’s left is for the salesmen to demonstrate the gear or ring up the customer because the first questions they would ask are already answered.
Snowboards are very specific to the rider. Finding the size, flex and dimensions can translate into faster speeds and higher air- by answering these questions upfront Slash is able to focus on creating great gear, rather than explaining it.
C – Create Impulse Sales
Make an item stand out, make it urgent that they buy today and make sure it is useful. Five out of six shoppers admit to making an impulse purchase which they did not budget for.² Keep these items near the point of purchase to ensure clientele can see them and grab them as they wait in line. This is also the best place to run your specials and create signage that will encourage those impulse sales. In a study by the University of California at Berkeley across 14 cities, 68% of purchases made on major shopping trips were unplanned, while 54% were unplanned on smaller shopping trips. The accessory that goes with that new piece of gear? It becomes a must have when it’s 25% off and can ensure higher performance.
In short: bring customers in, educate them in an non-disruptive way, and show them items they need in addition to their planned purchase.
¹Ketchum Global Analytics & Research