Business owners know or should know that signage makes an important difference in the overall customer satisfaction and perhaps even the sales within a store. According to some recent statistics, customers tend to make their decisions in stores quickly and many of these decisions are impulse decisions.
- A consumer decides to stick with a brad or buy a competitor in 3 to 7 seconds.
- Shoppers make 82% of their purchase decisions in the store.
- According to a 2011 report, 86% of consumers will pay more for a better experience.
- Although shoppers will use their smartphones to do research on a product, 77% of consumers will go to a store to shop.
The truth is, when it comes to signage there are studies that show that a product having the correct signage will outsell a product that either has incorrect signage or no signage by a wide margin. This is likely due to the customer experience aspect. If a person cannot find the right signage for a product, they will likely go with the next one.
Two statistics that are important show this. First, several studies, including one from Brigham Young University showed that merchandise with a sign outsold merchandise without a sign by 20%. And full priced merchandise performed 18% better with signage than without. These are both significant statistics to work off of.
This is especially true of merchandise in a clustered setting. A set of merchandise that is all next to each without the benefit of any spacing and where the products all appear the same to the customer need to be signed correctly. If any of the signage is missing, it is all too easy to go with the one with the correct signage.
There are areas in a store where the merchandise changes every week or even every day. In a food store, the merchandise on the floor might change according to that week’s “plan-o-gram.” The merchandise in a garden center might change day to day depending on what order is being sent in and what inventory is arriving.
There are many different kinds of signage as well. When many people think of signage, the first thing that sometimes comes to mind is the small stickers on the side of each product. These are essential signage, without which it’d be difficult to make a decision in a store about a product.
Then there is the signage that is larger and calls attention to products in a display. There are other kinds of signage too. There is signage that is placed on doors. There is signage used for flyer holders. There is signage used for particular areas within a store, like the deli area.
There are many different kinds of signs available and tags as well. These include the flyer stand, the free standing sign holders, the holders for price tags, the glass door signs, the metal display signs, the lobby sign holder, the literature holders, the label display stand, the mounted flyer holders, and more.
Custom retail displays are becoming more popular as stores wish to stand out from their competitors with custom signs and custom displays. Having custom retail displays can add a little bit of the personality of the owner and the identity that owner wants for the store to the display floor.
Custom retail displays may look like displays next to items, in which the displays are not generic. Custom retail displays may be printed at different printing stores or ordered online after the creative work is completed. There are many different options for those wanting custom retail displays.
Stores with correct signage lead customers to have a better customer experience, which is something many customers will likely pay for. The ability for a customer to find a product, to find the price tag on the product, or to see well-designed and well crafted displays leads a customer to want to come back to the store.
Areas of the store without signage may lead to a less than positive feedback from customers who wish to find the prices of their products easier. And there are other statistics to think about. According to a 2014 Mass Merchant Study, 16% of unplanned purchases were due to a display noticed while shopping. And more.
Signage is important. As is business. And shopping.