Every store in America is in need of correct signage. That doesn’t necessarily mean they don’t have correct signage at the moment. But every store in America and every store manager in the America knows the need for signage that helps consumers purchase items. Why does this happen? It’s simple: organization.
A well-organized store presents their times in a well-documented and appealing fashion for customers. The average store may have over a hundred items, with larger retailer stores like Wal-Mart having hundreds of items. All these items are placed in rows and are perhaps organized according to category. However, there is the signage to consider.
Consider this statistic: Full priced merchandise performed 18% better with signage than without.
Merchandise without signage makes it difficult for a customer to purchase it, or at least more difficult than with signage. Signage or lack of signage may take a customer away from one item and to another item that has signage and is of comparable value. This takes place, likely, in many stores across the country.
Merchandise without signage makes it difficult for a customer to purchase a product because they have to seek out a salesperson to determine the price, which is something many customers will not take the time to do. Finding that salesperson generally comes with the hurdle of speaking with someone, when they want to shop alone.
Merchandise without signage hurts the ability for it to be appealing to customers. Merchandise without signage makes it harder for customers to find the price, meaning they will move onto the next piece of merchandise, which is why many vendors will insist that their products are signed.
Signage presents an opportunity for many companies. It’s not just about having signage. It’s about the color and shape and the particular type or presentation of the signage that can draw individuals in because it appeals to their visual preferences. An attractive sign might include many characteristics.
On average, consumers are exposed to 3,000 advertisements and promotional messages each day. And according to 2014 data, there are 30,000 SKUs are launched daily. An SKU means a unique bar-code for a product. This means that 30,000 new products are being launched daily. It can be difficult standing out from the crowd. And then there is this:
A customer decides to stick with a brand or go with a competitor in three to seven seconds.
This is an opportunity for both the brand and the competitor. The competitor can steal a customer within three to seven seconds or a brand can keep them. This is either customer retention or acquisition and either way it has value. A loyal customer is worth the value of ten new customers, according to some statistics.
Although some of this takes place online, with large online retailers like Amazon.com and other stores, most of consumer shopping takes place in stores. According to one statistic, although shoppers will use their smartphones to search for a product, 77% of them will shop in store for that product.
And there are many statistics showing the effectiveness of lack thereof when it comes to merchandising and signing. For instance:
- Several studies, including one from Brigham Young University, showed that merchandise with a sign outsold merchandise without a sign by 20%.
- According to a 2014 Mass Merchant Study, 16% of unplanned purchases were due to a display noticed while shopping.
- Between 6 and 10 purchases in a store can be classified as impulse purchases.
There are many different kinds of signs available for store managers or merchandisers that wish to go above and beyond the call to create great, attractive signs. They include glass door business signs, floor standing sign holders, deli sign holders, custom retail displays, metal sign holder stands, metal display signs, and metal sign stands.
Metal sign stands are particularly useful in an environment where the sign needs to stand out over the frame. Metal sign stands have a frame that is unobtrusive, that doesn’t call attention to itself, allowing time for the sign to shine. Many signs can be placed and be attractive in metal sign stands. Metal sign stands allow the color of signs to stand out.
There are many reasons why merchandising is important. Correct signage allows for a better and more attractive customer experience.