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How important is signage to shoppers?

Posted on Fri 30th Sep, 2016 in: Retail SignageSignage Blog

Retail signage

Survey reveals interesting stats for retail businesses

As a retail business, how do you attract customers to your shops? You may run advertising, have special offers, have a great website that drives people to a physical location etc. These are all good tactics when executed well but what about passing trade? What do you do to grab the attention of people shopping in your town? We’ve always been strong believers in the power of good signage and we’ve recently come across some research that really bears that theory out.

Although this is an American survey, the findings are applicable in the UK. It was commissioned by FedEx and it measured the attraction power of signage and its impact on their intent to visit a store, make a purchase and more.

It found that:

  • 76% of consumers enter a store they have never visited before based on its signs
  • 68% have purchased a product or service because a sign caught their eye
  • 75% said they had told someone about a store simply based on its signage
  • 68% believe a shop’s signage is reflective of its products or services
  • 52% said they were less willing to enter a store with misspelled or poorly made signs
  • 60% said a lack of signage would deter them from entering a store

It has been a difficult time for retailers over the last few years. The rise of cheap online shopping, the economic downturn and the rise of out of town retail parks have all had an impact on town centre retailers. This means it’s more important than ever to stand out on the high street and attract those shoppers in. The findings in the survey really do support the assertion that signage is vital to achieving that.

There is some good news however. The Guardian recently reported that there has been an increase in footfall this summer, with more Britons choosing to holiday in the UK rather than go abroad – 5 million of us in fact. The British Retail Consortium believes that many are coming into town centres for reasons other than shopping such as eating/drinking but the increased numbers represent a significant opportunity for retailers to try and capitalise on increased exposure. If we believe the outcome of the survey then signage would appear to be a really good way of doing this.

We work with many clients in the retail sector including Timpson, Cash Converters and Go Local – all companies that recognise the power of branding and signage. If we can help your retail business achieve the same sort of high street presence then give us a call on 01274 782831 or send us a message.

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