One of the biggest issues I deal with in working with the independent retailer, and one that has the biggest influence on a stores sales, is the issue of signage. Signage is a form of service. Signage is brand building. Its image creation and it can create an emotional attachment to a business. The most important advertising a plumber, landscaper, or any tradesman can have is the lettering and signage on the trucks. The most important thing a retailer can do is to create exterior signs that invite customers in their store.

Interior signage can even turn a store around almost instantly. It’s interesting that it has such an impact on the independent because they traditionally undersign their stores. Maybe it’s because they don’t have the sign making abilities that a larger store might have or they just a lack of understanding of how powerful signage can be. But whatever the reason, small stores can experience big sales increases with the right signs. On the other hand, the larger retailer has, in many cases, gone overboard with signage. Manufactures love to give the large stores signs about their products that smaller businesses aren’t offered. The bottom line is large stores have too many and small stores don’t have enough signs.

Signage makes it easier to shop a store. It can educate the consumer. It can say the things a sales clerk would love to say but don’t always get the opportunity to say. A good sign can set a mood and even have the customer buy more. We have all become visual learners because of the increase in computer use. A sign lets the customer feel in control and eliminates some of the frustration in shopping.

There are three basic categories of signage but many times they can even be combined.

1. Informative signage –where departments are, rest rooms, items etc.
2. Selling signage—These are signs that contain a sell word or phrase, such as New Arrival, Reduced to Sell, Soft Feeling Sheets. This category also includes any price propositions such as 20% Off, 2 for 1, 2nd One Half Price, etc.
3. Entertainment signage- This can range from a cute expression on a sign like, “Oops we goofed” to a picture of the product in use. Pictures are good but this is where humor and fun rule.

Let me share a few sign rules and guidelines that might help a bit.

Sign Rules:
1. Tell them where it is: Obvious but customers appreciate it

2. Tell them what’s new: New is a sell word because people want to know about what’s new and different. New Arrivals works but it is overused.

3. Remind people what they need: Customers appreciate this sell sign because it can be that friendly reminder that they might just need. An example is in a paint department reminding people they need brushes and a drop cloth.

4. Make pricing easy to understand: Customers don’t have time to play silly games with a sign that says savings up to 50% off, when the majority of the rack is only 20% off. You just turn people off.

5. Add romance—sell the sizzle. It’s not just a leather chair. It’s fine Corinthian Leather with that soft supple feel. It’s not a necklace, it’s a Show Piece Statement.

6. Explain what isn’t obvious-Sometimes the advantages aren’t obvious and we have to tell our customers. Examples include: Guaranteed for 2 full years. Impossible to Scratch. Lasts a life time

7. Inform the customer what they will save

1. Money
2. Time
3. Aggravation
4. The planet—Is it good for our environment which is becoming very important to some and should be for all of us?

If you are still not sure what to sign, then I suggest you just listen to the people who answer the customer’s questions. They will tell you what signs to use. Whatever you do, have some fun with them. Fun signs get fun responses and make for fun places to shop. Boring signs are boring. Let’s not forget our challenge will be how to keep customers coming back to our stores after they have shopped online. Signage is one of those tools that can help to bring back the fun in shopping in a “brick and mortar” store.