Many industries rely on signage for advertising, but few as frequently – and to as much success – as retail businesses. Research indicates that the retail industry takes up a significant portion of the digital signage market share, with 94% of retailers saving they use or have used digital signage to enhance in-store experiences.
What makes retail signage so integral is its versatility. Whatever you need to communicate with shoppers, from sales and promotions to wayfinding, retail signage has a meaningful impact on customer behavior and decision-making. Yet, signage for retail stores isn’t all the same. Different types are best suited for various applications and indoor and outdoor use. Learn retail signage best practices with DSA Signage.
Types of Retail Signage: Exterior vs. Interior
More than likely, you’ll use a mix of interior and exterior signage. Stores part of a strip mall or stand-alone locations might place signage in windows or along exterior walls to draw attention from passersby. Stores inside malls might place these displays in windows facing mall concourses. All retail locations use interior signage to communicate about discounts, specials, and more, plus help customers navigate the space. Discover how you might use retail signage in and outside of your store.
Exterior Signage
Outdoor signage tends to be promotional, as it seeks to draw customers in from outside. It works much like a billboard or similar type of advertising method. It can also help generate brand visibility. As such, you want exterior signage to be concise and clear yet convey as much about your brand, the current promotion/sale, or new offerings as possible. The displays should give shoppers the information they need to encourage a visit to your store. Examples include:
Storefront Signs
Storefront signs are the first impression your retail location has on possible shoppers. They typically go above the entrance and include the store’s name and logo. Whether for a small business or franchise, all storefront signs should be large enough for visibility from nearby roads and match your overall branding. Consider colors, fonts, and other aspects of graphic design with storefront signs.
Window Displays
Window signage can transform a window shopper into a customer ready to purchase. These displays highlight new product lines, seasonal promotions, and current sales with the intent of increasing foot traffic. You might consider traditional signage like static posters or clings and decals. Digital signage is dynamic, with options to cycle through several graphics and change displays efficiently.
Interior Signage
Retail signage in stores is all about the experience. Customers want to find their way around the store to the sections with the products they need. They want the product information they need to make an informed choice. Any discounts or special offers are also of interest. Interior signage for retail stores helps you accomplish all this for a better in-store experience that keeps customers coming back.
Directional Signage
Is it easy for customers to navigate your store? Directional signage includes department signs, which help customers find the department or specific products they need, and wayfinding signs, which direct shoppers to customer service, restrooms, and similar services. A common example of directional signage is aisle markers in a grocery store, which tend to highlight the top product selections. Directional signage can also make it easier for in-store customer service reps to direct customers to the right location.
Promotional Signage
Promotional signage is advertising. The goal is to get customers to take advantage of sales/discounts and browse new arrivals. Even if a customer visited for another reason, promotional signs could persuade them to make another purchase because of an irresistible deal. From print posters and banners to digital graphics, there are many ways to implement promotional signage at your store. End cap displays are another key example that appears at the end of store shelves, often showcasing new or high-margin products.
Product Information Signage
Often placed in aisles or department displays, information signage provides more details about products customers might frequently have questions about. Key features/benefits and pricing are two common pieces of information to include, but you might emphasize more or different considerations depending on the product. For instance, calories for food items.
Besides information about products, this type of retail signage also applies to details about returns/exchanges, memberships/rewards, and other policies. Highlighting policies like these is important because it can help boost customer loyalty.
Point of Sale (POS) Signage
Strategic point of sale signage appears in displays close to the checkout lane. They encourage impulse buys and upselling, and can get customers to sign up for loyalty programs. You might have a sign attached to the credit/debit card reader with steps to register for a membership. Small displays in front of every few checkout lanes might promote snacks, personal care products, or other items that are easy to grab and drop in the cart.
What Retail Signage Is the Best for Your Business?
There’s no right or wrong answer with retail signage. Consider the products you sell, your store setup, your target audience, their needs, and other factors to optimize the benefits of signage. You’ll likely find a mix of all these types of signage – plus other creative signs – will most impact the in-store shopping experience.
If you want a cost-effective way to revamp retail signage and enhance customer engagement, choose the best signage based on your business type.
- Luxury retail and galleries: The ultra-thin light box offers elegance and simplicity, using LED lights to illuminate eye-catching images that attract glances from customers.
- Retail and entertainment: Backlit LED fabric SEG light boxes deliver consistent illumination for highlighting graphics in great detail. This option also allows for ease of graphic changeouts ensuring that any employee in your organization can update the graphics seamlessly.
- Business with outdoor signage needs: A Hidden Hinge Light Box is perfect for businesses looking for signage suited for outdoor applications. They are durable enough to withstand outdoor elements and they are highly secure from damage with a lock and key to access the graphic, and the ease of changing out graphics ensures advertising stays current.
Find a Reliable Partner for Retail Signage
Influence customer decisions and facilitate a great shopping experience with retail signage. For LED light boxes and other digital signage, turn to DSA Signage. We custom manufacture long-lasting, UL-listed LED displays of exceptional quality designed to meet your unique needs. Contact us today for more about signage for retail stores.
