The doom and gloom around the future of traditional retail has turned out to be a bit of a bust. The truth is that despite the rise of online shopping, most shoppers continue to prefer the brick-and-mortar model.
Don’t believe us? Then you should know that last year, over 90% of purchases in the first fiscal quarter were made in traditional outlets, according to the Harvard Business Review. The shift to online buying isn’t nearly as dramatic as once breathlessly foretold in the media. Under 1% of sales drifted to online options for the years 2015 and 2016.
What online retail really means for real world retailers is this – competition. Competition is the lifeblood of all entrepreneurial efforts. It’s motivation to seek out new ways to stay in business and thrive.
Sign strategies to future-proof your brick-and-mortar store are part of an offensive to draw on traditional retail’s strengths – service, experience and personalization. The use of customer-friendly, coherent and consistent signage in your store is one way you can future-proof it.
Signs are customer outreach.
Signage in your store should do more than announce specials, sales and point to the various areas of your outlet. Your signs are the thin edge of the customer outreach wedge. They’re there to create a dialogue.
Sign strategies to future-proof your brick-and-mortar store are rooted in the idea of having a conversation with shoppers – or starting one. Teasers announcing upcoming events (another future-proofing strategy) like fashion shows, workshops, or customer loyalty happenings are part of the strategy.
When customers come into your store to shop, they should be told something they didn’t know before, which piques their interest. This kind of information is what starts conversations with new customers who want to be part of what you do; part of the family.
Signs are invitations.
Signage that alerts your shoppers to the fact that your online presence offers more insight into what you have in store creates a fan base. It prompts your customers to seek you out online and follow you, to add themselves to mailing lists and to sign up for special areas on your site reserved for your most loyal shoppers.
When your visitors find out about your online reach, they’ll want to participate – especially if there’s something “extra” in it for them, like first-in-line offers, loyalty credits and special events.
Signs are friendly.
Sign strategies to future-proof your brick-and-mortar store should always recognize that signs are there to interface with customer need. They direct shoppers to what they’re looking for, inform them about pricing and clue them in to other features, like the ones we’ve noted above.
There’s no such thing as a customer who doesn’t appreciate clear, consistent, professional signage. When that signage is branded to underscore the unique nature of your outlet, it also becomes a marketing tool, reminding shoppers at every step of their retail journey who you are and why they’re there.
Clip Strip Corp. is a leader in innovative retail POP display supports, like superior signage. Contact us.