Retailers, whats's your sign?

Sure, it's an old 1970s pick-up line but it bears revisiting during this time of economic challenge. A terrible side effect of an economic slump is the malaise that often accompanies an extended downturn. Because so many things are beyond our control, we forget about the many things we do control - and for retailers, that means signage. Study after study confirms that good store signage - inside and out - can have a huge impact on the bottom line. Please to be enjoying some recent writings on improving your signs and your business!

Shoppers Respond Differently to Store Media
June 18, 2009,
By Barbara Grondin Francella
"The way consumers respond to in-store promotional messages and media is changing, with traditional appeals losing some potency, according to the results of a new poll that surveyed 999 shoppers shortly after completing a shopping trip. In the survey, more shoppers (32 percent) rated in-store signage as "very effective" than they did out-of-store advertising, including television ads, billboards and other media (27 percent). Compared to older shoppers, though, Generation Y consumers (born between 1982 and 2003) were more likely to regard both indoor and outdoor advertising as very effective."Read the rest of Barbra's article in Brandweek, here***

Retail Signange - Tips for increasing sales and service
Debby Swoboda, 9/19/2006
"Signage is one sales promotion effort that is guaranteed to get results. University and wholesale group reports show that better signs increase sales and profits. Surprisingly, many retailers don't devote enough time and attention to this marketing component." Read the rest of Debby's article from DS Marketing Solutions, here***

Effective Retail Signage
By Melanie McIntosh, 2008
"In this day and age of modern computers, ink jet printers and desktop publishing programs, I am still amazed to see store owners that put little effort in to producing quality signage for their stores. Signage is one of the most important ways to convey your message to your customers. Your store name, promotions, pricing, and product information may all be conveyed through signage. Are you getting these messages across effectively?" Read the answer to Melanie's question at sideroad.com, here