Signage 101 for In-Store Lead Generation

Suggestions for Using Signs: Retail Lead Generation Strategies

The first step in a retail marketing scheme is attracting customers to your shop. The second step, a tad more demanding, involves transforming the foot traffic that enters your physical store into a reliable and faithful customer base that's beneficial to your business.

Used correctly, onsite signage can become a very useful instrument to generate leads. Consumers who react to signs can become part of your mailing list, participate in exclusive deals, and even subscribe for continuous sales and services.

Much like other marketing initiatives, the difference between effective and ineffective onsite signage for lead generation is often minute. From placement to message delivery, a range of elements contribute to the success of signs in the store.

We’ve compiled a set of “101” tips for your indoor display, ensuring that your signs not only generate leads but also motivate customers to act and positively impact your turnover.

Start with visibility considerations

If your onsite signage is not visible enough, any effort made in creating compelling design and copy won't convert into tangible sales improvements.

Before contemplating design, copy and offers, you must find the most visible and attention-grabbing zones for display within your store. Prime positions for signs are spots where they are easily seen from all corners of your store.

Your store’s size might demand anywhere between one to multiple signs to effectively disseminate your message. Walk through your store and spot areas that offer excellent visibility from all viewpoints and distances.

Create a visually-guided journey from the store's entrance to important sections. Strategically hang your signage to guide customers from the moment they step into your store to the point they find their desired product.

Install signs in crowded, “bottleneck” locations

An excellent way to enhance visibility and obtain extra leads and sales from your retail signage is by placing it in areas of high foot traffic – such as ‘bottleneck’ regions where multiple pathways intersect.

Shoppers naturally look for signs in these areas, making them perfect for your message delivery. Hang signs for lead generation alongside navigational aids, prompting shoppers to inquire about a special deal or join your loyalty program.

Given that shoppers generally pass through such areas while browsing your store, these signs will be viewed frequently. Capitalize on this high visibility to convey your message to as many consumers as possible.

Use light for message visibility

Lighting is critical for seasoned retailers. It brings out product prominence and encourages them to visually stand out. Lighting plays a crucial role in directing consumer gaze towards certain products.

Though many retailers understand the role of signage, poor lighting can undermine its effectiveness. If signage helps highlight products or generate leads, proper illumination is key.

Generally, any in-store promotional signage should contain at least twice the light intensity of your shop’s average ambient light. The enhanced visibility and readability due to sufficient lighting invariably draw customer attention.

Adopt a “three second” message rule

Globally, advertisers adhere to a “three-second rule”— a widely accepted principle stating that any message requiring more than three seconds to comprehend is unlikely to succeed.

The three-second rule may not apply in certain cases, like B2B industries and complex sectors such as software. But in retail, a marketing message that can't be read and understood in three seconds is likely to flop.

Consider the three-second rule while devising your in-store signage. Keep the text simple, and where possible, use visual imagery to convey a story in an instant. With only a limited window to engage your customers, make sure you get your message across in under three seconds.