Simple, clever signage is an easy first impression
By Adrian Lilly, communications director, Fruchtman Marketing
Put yourself in the shoes of a first-time visitor to your store. Imagine it’s a busy time: you’re running a special, a sale or it’s a holiday. If all of your staff are busy helping other customers, would I know where to go, so that I feel comfortable, or would I feel confused and intimidated and want to leave?
Simple, clever signage is an easy first impression. Well-placed and well-thought-out, it can help ease this confusion, buying time for your sales staff to finish up with another customer and welcome this new customer. The last thing you want to do is lose a potential customer who has come to your store. (You’ve already gotten through the advertising clutter and reached this person!)
So, walk through your store as a new customer. Have you considered a plaque or sign near the entrance that explains your philosophy? When new customers first walk in, will they know where to go to find what they are looking for? Do you have signage to clearly demarcate the areas of your store? Bridal? Designer? Custom? Repair? Does your courtesy area have a sign that says, “Help yourself to coffee and cookies”?
When a customer reaches his or her desired area (using your directional signs) are there signs to help him or her find the designer or price they are looking for? Do you have signs to make them feel at ease? Do you offer any advice or suggest that it’s okay to ask questions?
A final thought on signs: brand them to your store. If you offer a fun, young atmosphere, have signs that suggest that. If you tend to be more subdued, keep the signs inline. Your signs are a message to your customer beyond where to go. They tell your customers that you care about their comfort, and by looking at the style of the sign, they will make a judgment on your style.
What do your signs (or lack of) say about you?
With the holiday quickly approaching, there’s no better time to have a signage plan.
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