Are you one of those customers who prefer not to speak with store associates when shopping? If you are, you’re not alone, according to Retail Minded’s Nicole Leinbach Reyhle.
“The reality is that consumers today often do not want to be helped,” said Reyhle in a conversation with Dor. “[Some] consumers prefer to be supported by tactics that do not include direct help from store employees. Among these ways? Store signage, which is a classic yet still powerful technique to capture and keep customer attention.”
When used effectively, Reyhle said, store signage can help deliver details on upcoming store events, inventory insight, return policies, promotional pricing and much, much more. Here are her tips for creating compelling, informative in-store signage.
You should deliver relevant and necessary store insights to help support your customers during their shopping journey.
Use signage to deliver clear and concise details
“Customers are busy folks who often don’t know what they want,” Reyhle shared. “In fact, many consumers shop as a leisure sport and actively visit stores simply as a pastime. When you consider who your target audience is, also consider how they like to shop. This includes how they will want to interact and engage with your store signage, beginning with the moment they enter your store to every step they experience along the way.
“Ceiling signage, for example, can help them navigate where they want to go, while more intimate, smaller-scale signage can provide product details that may include pricing, sizing and more. The goal is to offer clear and concise information via your signage to help customers as part of their store navigation and overall store experience. Through signage, you should deliver relevant and necessary store insights to help support your customers during their shopping journey. From pricing to promotional events to directional signage and more, be sure to keep your signage to the point while also being clear in your explanations.”
Keep in mind that your customers need to be able to easily read the font, so make sure people of all ages can comfortably read without having to try too hard.
Ensure brand consistency in sign design
“Incorporating consistency in your signage design is another key aspect in creating signage that will engage customer attention and strengthen in-store experiences,” shared Reyhle. “To do this, consider what font size, font color and design layout [you’ll use], and how you plan to showcase your signage to create a seamless brand experience through your store signs. Plus, keep in mind that your customers need to be able to easily read the font, so make sure people of all ages can comfortably read your font without having to try too hard.
“When it comes to color, you should also be consistent in your signage. Often, it’s crisp black and white signage that stands out despite its seemingly simple appeal. Consider your store logo, store colors and overall store aesthetics to help identify what consistent design would make the most sense for your store — and remember, keep it simple. This is not an area you need to overcomplicate.”
Direct customer engagement with signage
“Shopping should be an enjoyable experience that encourages customers to get engaged and interact with your store inventory,” Reyhle said. “A simple sign that says ‘Pick Me Up’ can encourage a potentially shy or less curious customer to get engaged with a product they may not have [engaged with] otherwise. A sign that says ‘Try Me On’ will alert customers to pick something up, such a necklace, scarf or other easy-to-try-on accessory. The ideas and opportunities are endless, yet often customers would not engage with your store the same way if a sign didn’t help them do so.”
A simple sign that says ‘Pick Me Up’ can encourage a potentially shy or less curious customer to get engaged with a product they may not have [engaged with] otherwise.
Reyhle recommended asking yourself: “Looking around your store environment, how can you better direct your customers to get engaged with your product through signage? Make sure your signage is ready to support your store and customers collectively, ultimately helping to strengthen customer experiences while also enhancing sales.”
Thanks for your insight, Nicole! Catch more of her advice for retailers at RetailMinded.com.