Business owners know that to operate a successful retail business and get customers through the door, they need to get noticed. Often word-of-mouth plays a vital role in marketing, but in the end for making the business attractive, smart retailers start with instore branding or signage.
Quality signages play a significant role in retail and is an easy and efficient way to drive foot traffic into the store. Well-designed instore signs will help your customers navigate your shop without asking sales staff basic questions, but if done incorrectly it can cause overstimulation and even confusion. Quality signs need some amount of planning and understanding of development and consideration. You can use signage ranging from sales information and wayfinding to general product information and usage.
Instore Branding: Building a Lasting First Impression
No matter what kinds of signages you decide to include for your instore branding consider these best practices:
A customized signage can help you narrowcasting your message, which is, convey your customer's the right message in just the right place. Make sure you design your instore signages with specific instructions and relevant product information.
Keep it Simple
The message on your signage needs to be crisp and clear, one with too much information is usually ignored. Your signage will pass if you can convey the central message within five seconds. If you have a longer message to send, consider using series of signs instead of trying to fit everything in one.
Write in Headline Text
Headline text will help you be brief all at once. Understand the thumb rule of an effective signage: the punchline matters. Consider simplifying your text and taking out the prepositions and extra words. Also, follow the hierarchy of headline, explanatory text, and a call to action for a suitable custom signage.
Make a Call to Action
A call to action is the most important thing on your signage, straightforward to implement, drive engagement to next level, be carefully written and easy to spot, and create a sense of urgency in target audiences.
Great Signs Don’t Stop at the Door
Instore advertising is a valuable marketing weapon for driving purchase. It is usually noticed that more than half of all instore sales are spontaneous and happen based on the information provided to the shoppers at the time of purchase. You can include signs that introduce products, promote sales and educate the customer, as part of your signage. Most of the time, instore signages trigger the memory of shoppers of what they needed it or had intended to purchase it for another occasion.
Instore signages naturally play a vital role in Instore advertising. Along with providing information about the key products and draw attention to special promotions, instore branding can also help you build your marketing strategy. Instore signages contributes to give cohesion to your marketing message and cement your brand’s image in the customer’s mind, so try repeating keywords and stylistic components found in the business’s main sign.
This brings us to the two crucial types of interior signage you should consider for your instore branding:
Informational signage such as departmental, wayfinding, organizational, or directional signage helps the customer navigate your space more quickly. This will make it easy for a customer to find what they came in for, increasing the probability of them relying on that convenience in the future.
Directional or wayfinding signages are self-explanatory which helps the customers to navigate to the place where they want to go. Informational signage needs to be short and clear where you are expressing what needs to be said without unnecessary words so that the customers understand the message with just a split-second glance. Try using large, bold fonts in highly visible color combinations to accomplish this goal best.
Once you start using informational signage, you will get better clarity about if you are meeting your customer’s expectations and can make necessary changes based on the outcome. Not only will it benefit your clients but also it will make your internal structure more organized.
Persuasive signage influences consumers and attracts them towards the product or service you are providing. They need to be witty and eye-catching about a particular product or promotion. Persuasive signage can help you influence customer flow and improve interactivity with otherwise unnoticed products. Instore branding that promotes or advertise a unique product offers an opportunity for the retailer to more efficiently communicate with customers about specific details of new, seasonal, or featured items increasing brand awareness and improve retail sales.
The Bottom Line
When investing on any signage for your instore branding make sure to focus on quality rather than quantity when it comes to marketing. Try to analyze the signages with fresh eyes. Well-placed and well-designed signages pay for your investment by attracting customer’s attention and drive the sale. Be careful in choosing your message and establish a consistent brand and use it across your business, to target the right customers without alienating them with a battery of visual information. If you managed to do it right, you'd be well on your way to leveraging signage to your instore branding advantage and cashing in while you're at it.