One of the major challenges in any retail business is grabbing the attention of customers enough to get them through the door. Some business like to take a passive approach to attracting customers, while others do well with more aggressive forms of marketing. In the end, making sure your business is attractive and easy to find is crucial to growing your customer base.
First impressions are important
Signage is a major factor in affecting customer decision and purchasing behaviour. In 2012, FedEx commissioned a survey through Ketchum Global Research and Analytics to see what roles signage has in affecting customers purchasing behaviour. The study found that 76% of customers have chosen to enter a store they have never been in before, based entirely on its sign. Interestingly, 68% of customers will purchase products or services after a sign caught their eye. Its clear that signage plays an important role in customer decisions. An attractive sign in enticing and memorable. It lays the framework for what a customer might expect from interactions with that company. Put simply, your signage is an important part of your branding, and its value should not be underestimated.
Great signage has a positive effect on your sales, but poor signage can have a negative effect on your customers. According to the study, 68% of people think a company’s signage is a good indicator of the quality of their products or services. Essentially, customers believe a poor signage translates into inferior products and customer service.
Reiterate your key message
While around half of purchases are made spontaneously, many are based on the information available to shoppers at the time of purchase. It can be a good idea to draw attention to special offers and provide additional information about your key products. Repeating key messages and branding elements can give your message some weight and give your brand some cohesion.
Keep it simple
In the last few years, advertising seems to have crept into every aspect of people’s lives. This is why moderation is the key to success, so that your message does not ignored.
As with most things, moderation is the key to success when it comes to signage. While the presence of great signage is clearly important to customers, too many signs can dilute your message. These days, consumers are inundated with marketing messages everywhere they go, from roadside billboards to Facebook ads and television commercials. With so much advertising seeping into every aspect of the average person’s life, it’s only natural that much of it would get ignored. Marketing your shopping centre kiosk should be approached with a clear objective. Focus on a message that informs your customers and speaks to their needs and avoid any messages that are unnecessary, excessive or invasive.
When it comes to marketing your shopping centre kiosk, focus on quality over quantity. Well designed signage attracts customers attention, provides essential information and translates into sales. Choose your message well so that you can target your key customers and keep them coming back.