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Visual marketing materials like in-store signage play a critical role in shaping customers’ buying decisions, so having the right signs at the right time is crucial. Signage that has been on display for months on end will become like white noise to regular shoppers, and even new customers will overlook signs that feel outdated or fail to share timely messages.
Learn how you can keep signage fresh and engaging for maximum impact!
Research shows that consumers make many of their buying decisions in store, and in-store signage can have a real impact on those decisions. In one study, over two-thirds of shoppers who recalled seeing an in-store advertisement from a brand or retailer browsed the advertised product, and 61 percent purchased the product.
Effective in-store signage should make an impression on customers right here, right now. To make that impression, this signage should be interesting both visually and textually. In other words, they should pull people in with an eye-catching image and a relevant message.
Images are so important because the majority of the information our brains process is visual. People also process visual content much faster than text and are more likely to recall something they can picture mentally.
However, text is another important element of visual marketing materials. Time-sensitive messages can be especially impactful. For example, when a shopper sees a sign in your window that says you’re running a certain promotion this week only, that is likely to get their attention.
Overall, the right signage in the right place at the right time can attract new customers and lead to conversions in-store.
How can you ensure your signs remain fresh and relevant to make a bold impression? Here are five tips to keep in mind.
First, make sure you remove signs as soon as they are no longer relevant. No one will get excited for a holiday sale advertisement when they’re shopping in January, for example. Seeing a sign like this that is no longer valid can also give shoppers a poor impression of your store.
While some evergreen signage is fine, stores should have a healthy dose of signs that are regularly changed out to keep messaging and visuals fresh. Be sure to display promotional signs in advance to generate interest ahead of a sale or new product launch.
Changing out signs regularly is an important goal, but speed should not come at the expense of quality. Creating effective signage should involve careful thought and quality control from the design stage all the way to printing.
Signs that look like they were thrown together can leave a negative impression, while signs with accurate and engaging content, featuring well-designed graphics, printed with vivid inks, and created with quality materials will communicate to your customers that you care about the details. That’s key since research shows quality is consumers’ No. 1 consideration when it comes to brand buying decisions!
When you design a sign and want to get it in stores right away, it can be frustrating to wait on multiple vendors to handle printing, warehousing, and shipping. Having a single partner to print your signs, store them, and ship them can cut down considerably on delays and help you get your signs quicker.
Marketing fulfillment is a critical step in the process, so brands should carefully consider who they trust to make their visual marketing designs a reality so they can start making a positive impression in stores.
What does the process look like when you or your retailers want to order some new signage? If it’s complicated and time-consuming, it’s time for a change. Choosing a fulfillment partner with an easy-to-use storefront point-of-sale program is hugely beneficial.
For example, Baesman streamlined the process for Cardinal Health, making it easy for pharmacies to order signs when they needed them, all while improving quality control. Clothing retailer Lane Bryant revolutionized their sign ordering process with Baesman’s online ordering system. They regained hours of lost time and reduced their program costs by half!
Once you have signs designed and ready to be printed, you want to get them quickly, so don’t settle for a fulfillment partner that doesn’t prioritize speed.
Find a partner known for their fast shipping times. Having strategically placed fulfillment centers also helps to cut down on shipping times. It’s critical that you get it right when it comes to choosing your fulfillment partner. You need your visual marketing collateral on time so you can share messages that feel fresh and relevant to your customers.
Baesman can manage your visual marketing needs from start to finish, processing orders, printing, kitting, storing, and shipping signs with the speed modern retail demands. Want to learn more visual marketing tips and other insights? Subscribe to our blog!