Signs are powerful selling tools most often ignored by retailers. Did you know that signs could increase sales up to 24% over items not signed? In fact, according to Sonja Larson, author of Signs That Sell, depending on the type of sign you employ, the increase can be up to 49%. I decided to put this claim to test with a client and to our delight; we saw sales increases on all newly signed items and in some cases, attained increases of over 50%. In all, we invested less than $100 for the plexi-frames and computer printouts. Best of all, our signs sold to customers every second they are in the store- a feat store associates cannot duplicate.
What makes signs effective? From experience, the most effective signs are those that feature product information alongside price and savings. (Left photo) Ensure your signs are legible, professional and reflect your store image. Position signs in a logical sequence to maximize selling potential and avoid confusion. Make full use of this opportunity by multiple selling. (Photo above right)
One must also be cognizant of hierarchies when installing signs. The highest ones closest to the ceiling are mainly used as directional signs. 6' - 9' high are perfect for departmental or categorical signs. Below 6' are great for product signs that feature more information. This hierarchy is evident in fast food units where menu boards are 6 - 9 feet high and point of purchase signs that promote new items; upsizing or side orders are within sightlines. Signs at the condiment stand, table tent cards and tray liners entice customers to buy desserts. Tray liner and tent card promotions in food courts are effective because customers' attention can be effectively directed and results are immediate. Some shopping malls allow retailers to promote in food courts. Take advantage of this great selling opportunity by incorporating table tent cards or tray liners as part of your signage strategy.
Signs increase impulse buys because they show customers why they need the product. They increase incidences of multiple sales and do the suggestive selling for you. Most of all, signs influence customers to buy now.
DO
Left:
From category signs to
shelf talkers, being consistent and mindful of hierarchies makes
this a winning signage program.
Middle:
YVR's Hanami restaurant
captures both native and foreign speaking customers through their
multi-lingual sign.
Right:
This Metropolis Boca
signage silently multiple sells by enticing customers to buy several
items in order to realize substantial savings.
DON'T
Left:
This hand made sign for
a $230 vase diminishes the piece's value and credibility.
Middle:
Too many signs fail to
effectively communicate the message and detract from the store's
image.
Right:
Although this too large
sign provides humour, it detracts from the romance and seduction of
shopping.