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What Is In-store signage?
In-store signage refers to using visual graphics within the store to displays information to your customers.
According to statistics, 68% of customers believe that in-store signage reflects the quality of a business and the products.
Therefore, in-store signage is a silent salesperson as it communicates messages to your target customers. In this post, we explore the idea of in-store signage as a strategy to heighten your brand message and increase sales.
In-store signage Key Takeaways
- Signs capture the customer’s attention and can power customers into taking the desired action
- Retail stores can use digital in-store signage to provide up-to-date and real-time information like discounts and flash sales
- Measure conversion rate by considering the digital signs ability to attract traffic and compel action
- To measure digital signs conversion rate, use different media channels and video display options
- Retailers are using a variety of digital tools to make in-store advertising more interesting.
How much does in-store signage cost?
Sign design and installation cost about $438 for the US in 2020.
Understanding How In-Store Signage Works
In-store signage works by:
- Helping shoppers to find what they are looking for, and spreads the word about new products customers don’t know exists
- Demonstrating what outdoor advertising or product packaging does not
- Takes the online campaigns offline, helping to increase leads
- Pivots your offerings quickly and efficiently
Overall, installing in-store signage improves brand awareness and helps to improve product sales.
Real-World Examples of Brands Deploying In-Store Signage Effectively
Here are a couple of excellent in-store signage ideas for your inspiration:
1. How Nordstrom is Boosting Loyalty Program Using In-Store Signage
Nordstrom, the upscale fashion department store, is renowned for its successful worldwide online store.
The company installed digital in-store signage, to boost the loyalty program. The digital in-store signages boosted Nordstrom’s thriving loyalty program which contributes up to 50% of sales.
By implementing digital display board solutions, the company has attained a seamless shopping experience by letting the customers interact on their own terms.
2. How Sephora Uses Digital Instore Signage To Educate Customers
Sephora has placed in-store signage throughout the stores. The in-store signage focuses on educating the customers about the benefits of Sephora's loyalty program and guides shoppers through the wide range of their products.
For Sephora, installing digital in-store signage is a strategic approach for engaging consumers in a fun way and bringing brand awareness.
How To Deploy In-Store Signage Effectively
- Have a clear goal in mind
- Design a clear and easy to understand signage
- Ensure a clear call to action so that customers understand what to do
- Define metrics for success
- The in-store signs should be legible from a distance
- Get assistance from professional signage developers
Best Design Tools For In-Store Signage
- Piktochart: Creates professional-looking infographics, presentations, and posters in portrait format
- Photoshop: Provides an extensive number of photo editing tools
- Photopea: A free online images editor with the ability to read or save PSD files
- PlaceIt: Upload images or even videos of your website into a mock-up
To come up with effective in-store signage, you require some basic design skills. Luckily, you can find easy-to-use design tools. Examples are:
Cloud-based set of image tools and utilities, including a photo editor, a screen recorder, and a photo sharing service.
Businesses using pixlr:
Web and mobile-based platform that enables businesses to create social graphics, videos and landing pages using available tools
- Website: spark.adobe.com
How To Print Your Sign
Once the design is ready, apply the following tips to ensure the quality and value of your in-store signage
- Use the right printer for digital signs.
- Set the correct color models and values on your design files
- Ensure a design and format appropriate for the expected viewing distance.
- Choose the right media depending on use case scenarios
- Use vector images instead of pixels to avoid dreaded fuzziness and pixelation issues
- Ensure the appropriate image size for photos
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- David Gitonga, Writer @ Starter Story
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