Semaphore ‘How To’ Guide: Why does retail signage matter?


Screen Shot 2016-10-10 at 22.13.02Investing in signs can turn that visit into a sale. If you’re not deploying a comprehensive, strategic signage program, you’re leaving sales and profits on the table. And that’s money your competition will happily scoop up. Look at the facts. Before they even enter, potential customers are making judgments about your store based on your exterior signage (or lack thereof). According to a University of Cincinnati study, 29% of passers-by say they are drawn to enter an unfamiliar store solely on the basis of exterior signs, and among 18-24 year olds, that number leaps to 55%!

On the flip side, 49% of shoppers say they will walk past a store if exterior signs are small or difficult to read. And according to the Institute of Transportation Engineers, 40% of convenience store shoppers, 24% of restaurant visitors and 20% of supermarket customers decide between competing stores based on their impression of exterior signage.

With so many good reasons to use retail signs, the real question is this: how do you maximise the value of your signage? The answer is to have a Signage Strategy. You want your store signage to represent and reinforce your brand. Treat signage like the other important facets of your business and have a plan. One of the best ways to put this plan together is to leave your store and to re-enter, but this time walk in like a customer.

Find out more in our ‘How To’ Guide: Why does retail signage matter?