Wayfinding is all around us without us realizing it – in airports, shopping malls, you name it. It can be an architectural element seen from far away or something simple like a certain pattern in floor tiling. Often times you'll see hospitals and government offices telling you to “follow the yellow line,” but retailers arguably have even more room for creativity!

Retail wayfinding starts with a strategy for managing your customer's experience, guiding them through your store based on store layout and signs, the customer's own psychology and experience design factors.

There are many ways retail stores can use wayfinding best practices indoors to promote sales, like by aiding shoppers with shelves and product positioning, wall art, door maps, display or self-serve kiosks, etc.

In studies, shoppers often claim they don’t see or pay attention to wayfinding. That may be true if they are accustomed to your store, but not for new customers. They automatically scan your store looking for visual clues to find their way. Besides, wayfinding works subconsciously on all customers, reeling in new business by helping them find unplanned purchases.

Wayfinding is more than signage

Sometimes words or graphics on a sign are perfect for directing customers. But everything about your store subconsciously leads shoppers around all of the time – it’s a total communication package that starts with your floorplan and the types of store fixtures you choose and continues with merchandise displays.

Here at Palmer Retail Solutions, we’ve been putting wayfinding to work in retail stores for decades. We like to say, “If you have an idea, we will make it a reality.” You can use virtually any material to create wayfinding signs and display fixtures, from laminates and painted surfaces to fine hardwoods, glass, metals, or fabric. Whatever fits your store’s ambiance, brand personality, and customer experience goals. One of the most versatile (and affordable) materials is acrylic.

Reeling in new business

Use your imagination to subconsciously motivate shoppers:

• Wayfinding is about sightlines. Color and movement catch the eye, from a distance and up close. Use them to mark pathways, separate shopping areas, highlight specific displays.
• Aromas can be irresistible when it comes to luring people toward certain products.
• Endcaps and products stacked in verticals act as beacons.
• A larger-than-life mural of a sports scene instantly identifies the sporting goods department.
• Self-contained kiosks such as those used in the wireless industry have built-in wayfinding. They attract customers with color and graphics, then facilitate easy product selection right on the spot.
• Architectural and display-specific lighting offer interesting opportunities, too. Use light to spell out words or backlight signs. Use LED lights in the floor or on shelves to attract attention and lead shoppers.

Wayfinding should make it easy for shoppers to find what they’re looking for. For example, instead of simple schematic drawings, some malls are now introducing touchscreens with 3D maps that not only show a store’s location but give shoppers an eye-level view of what the aisle and store look like.

But don’t make it too easy, or they’ll miss impulse buying opportunities. Shoppers want to see and try new products. Help them do that, and you’ll increase sales and give customers a more engaging in-store experience.