What Information Should You Include in Your Business’ Retail Signage?
Signage can be a true game changer for any retail business. If your store signage is dynamic and impactful, it can effortlessly pull in the attention of customers and encourage loads of foot traffic.
However, one dilemma that many businesses face is deciding what to include on their retail signs – giving too little information can be inadequate for the audience, whereas too much information can overwhelm and clutter the sign.
Everything from your contact details to your online presence can be hard to balance when creating your retail sign. Let’s touch upon four critical elements that should definitely feature on your retail signage.
Your brand emblem
One question we ask is - Does your company have a brand emblem? A lot of local businesses don't have a brand emblem because they believe it isn't necessary unless the business grows to a certain scale.
However, your brand emblem is the primary symbol people associate with your company. Therefore, it’s crucial to have it distinctly displayed on your signage. If your company hasn't developed its brand emblem yet, make this your immediate marketing mission.
Ensure high visibility of your emblem on your signage as building brand recognition should be a key goal for your business. Once regularly spotted, your company’s emblem will become familiar to people, even if they never walk into your store.
Your online address
In the digital age of 2015, businesses have embraced online commerce in addition to the traditional brick-and-mortar stores. Even for small businesses, it’s vital to remind your audience about your online presence to foster lasting relationships with your prospects and the local community.
Enlist your company’s web address on your signs to make it easy for people to connect with you online. A considerable percentage of passersby, whether on foot or in vehicles, may carry out additional research about your business on the internet.
This is especially important if your products or services are available online. A customer who drives by your store without a glance could still be a potential sale, provided you have attractive deals on your online shop.
An effective call-to-action
What's the primary objective of your retail signage? Mostly it's to induce action, provoke people into making purchases, ask for more information, or simply enter your shop.
The secret to achieving this lies in a call-to-action – a persuasive command that guides viewers on what action to take after viewing your sign. It could range from a straightforward "Step inside" to a more targeted CTA linked to a particular offer or deal.
Always have a compelling call-to-action on your retail signs because signage without CTAs rarely tempt people into your store. Utilize a direct, no-nonsense message to lure people to interact and step into your retail store.
A promising value statement
Does your business offer value that attracts your customers? Does your business or product solve a problem or need? Humans naturally gravitate towards businesses that help them progress in life, whether it's by providing a unique product or delivering a valuable service.
Your business’s value statement is a declaration of how it benefits its customers. It can be a direct elucidation of the value that your organization brings or the unique benefits that your product or service offers its customers.
When you list your value proposition in your store signage, it nudges people to take action. Coupled with a clear utility of visiting your store, they’re much more likely to step inside and explore what you're offering.