Palmer Retail Solutions Blog

Use Custom Signage to Attract your Target Customer

Posted by Kathy Heil on Feb 23, 2017 3:43:26 PM

custom signageConsistent branding is essential if you hope to cut through today’s marketing clutter and make a name for your store. Your brand reveals who you are as a business. Custom signage weaves consistent visual branding throughout your store, from the curb or mall walkway, through your departments and, finally, to your checkout counter.

Signs attract with color, images, words, even the shape of your signs all work together to draw attention to your store. They draw attention to your interior displays, too, beckoning shoppers closer to examine your merchandise.  

Signs inform and educate. They direct customers to merchandise departments, restrooms, dressing rooms, your cash wrap. They announce new or featured items and promote special sales or upcoming events. They explain product-specific features and benefits.

Signs can be entertaining, too. There’s no rule that says they have to be boring, especially if your shop has an upbeat ambiance.

The key to signage success is to avoid excess. Just as a display over-filled with merchandise confuses shoppers, an over-abundance of signs prevents customers from focusing on any one thing. That makes it hard to relax and get into a comfortable shopping mode. Instead of lingering to browse, they head for the exit.

Why choose custom signage?

Better branding. And better targeting. Custom signage speaks the look and language of your target customers. Generic signage is just that – and nothing more. It might be sufficient to identify your emergency exit, but using generic signs anywhere else waters down your branding instead of reinforcing it.

Custom signage may cost a bit more, but it is all about you. You can control every detail to achieve the precise look and message you want.

This is critical for your exterior signage. You have to stand out from neighboring stores as well as your competition, wherever they are located. Exterior signage promotes your store 24/7. It has to be informative, enticing, and memorable. In fact, in a recent FedEx-commissioned survey:

  • 76% of shoppers said they’ve entered a new store strictly because of the sign
  • 68% said they’d purchased in a new store after being intrigued by the sign
  • 68% said they believe a sign’s appearance and quality directly reflect the quality of the merchandise and shopping experience available within

Choosing between traditional and digital signs

Traditional custom signs carry your visual theme into and throughout your store, putting the finishing touch on displays and ensuring every detail has a unified look. You can make them any size you want, to fit the message you want to deliver as well as the space available. Never too big or too small. Never the wrong color or font.

Digital signage offers the ultimate in customization. Your customers expect the same kind of multi-channel shopping experience in-store as they get online. Digital signage is more eye-catching, and interactive displays let customers help themselves to information, product selection, and purchasing.

Ultimately, whether it’s traditional or digital, custom signage enables you to communicate with your target customer in the most relevant ways, right at the point of purchase, to get more people in the door and make more sales.

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Topics: Store Displays and Fixtures

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