Increase Sales with Effective Use of In-Store Signage

By: Dann Whittaker

According to the Point of Purchase Advertising Institute in-store advertising, such as point of purchase (POP) displays, influence 53 to 60 percent of consumer purchases.  Considering that over half of businesses' in-store traffic accounts for this amount of sales volume, effective use of in-store signage is critical to sales success.

From end cap signage to window displays and ceiling danglers, in-store signage guides customers through the retail location and provides valuable information to assist the customer in their purchase decisions.  Signage also influences emotion; causing the consumer to make impulse buys.  Really?  How many of us can pass up the 2 Snickers for a dollar promotion?

Here are a few thoughts to consider when developing and placing in-store signage:

1. Effective in-store signage should be creative, include a specific offer and target the intended consumer. 
2. Effective in-store signage uses complimentary color schemes to the store's overall decor.
3. Effective signage should not be overdone.  Pick daily, weekly or monthly specials carefully.  Do not overwhelm the consumer with offers.  If everything in the store is 'on sale' the uniqueness of an offer is diminished.
4. Change signage frequently.  Keep the offer(s) fresh.
5. When a sign becomes 'tired' (e.g. torn, dirty and stained) remove the sign from the floor.
6. Consider the types of signage available to you:

• End Cap
• Window Display
• Ceiling Danglers
• Banners
• Standees
• Digital Signage
• Counter Displays

Effective use of in-store signage will help your business increase sales and develop a unified brand image for the store.   Our team is proficient in developing effective in-store signage programs at very reasonable rates. We use a variety of sign materials to suit any job.  One product we are currently featuring is a unique film that can be attached to walls, glass or other sign materials.  The material provides store operators with a low-cost way to change signage on a regular basis.  This material does not harm glass or painted walls and can be reused.  Contact us for a sample.

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Dann Whittaker is the Chief Creative Officer for Dann Whittaker Creative, a full-service marketing, consulting, and branding company based out of Columbus, Ohio.

They provide clients with the option of working by project on a monthly signage production retainer.  For more information contact the DWC team at 614.842.4363.