Five Common Mistakes Retail Stores Make with Signage.
Signage in a store is a critical part of the store's marketing strategy and can be crucial for attracting customers and increasing sales. But despite its importance, many retail stores make mistakes when it comes to in-store signage. Here are five common mistakes to avoid to maximize the impact of your signage.
1. Incorrect Placement
A common misconception is that signs can be placed anywhere in the store. Unfortunately, this often leads to signs not being visible where the products actually are. Having signs far from the related products can confuse customers and lead to them missing offers or promotions.
2. Lack of Sales Ability
Another common mistake is that the signs do not have the ability to sell the product effectively. This can be due to a lack of clear and compelling visual or content aspects. A sign with only the price and product name is not attractive enough to entice customers. Instead, signs should use selling headlines, show if the product is on sale and how much can be saved, as well as use appealing images or graphics.
3. Unadapted Content and Visual Elements
It is important that signage is adapted to where the customer is during their shopping journey, whether outside the store, walking through the store, or in front of the product. Having signs with inappropriate content or visual design can miss capturing the customer's attention or communicating the message effectively.
4. Lack of Adaptation to Different Target Groups
Many stores fail to adapt their signage to different target groups by not experimenting with different visual elements. By not adapting to the preferences and behaviors of different target groups, stores miss the opportunity for increased sales.
5. Failing to Show Potential Savings
The fifth mistake is how the price is communicated, especially for promotional items where one fails to show how much a consumer would save. There are a number of studies showing that customers neither want to nor have the energy to calculate how much they save, which makes it incredibly important for stores to clearly communicate savings either in currency or percentage.
Book a demo with Shoppa today to explore and improve communication in your store.
