Category: Signage

Retail is all about Traffic and Conversion. For a physical location, we are talking about foot and road traffic and sales.

Is Your Store Invisible?

The small town I live in has a few downtown streets with small shops. The bigger chains are out near the highway.

Many of the retail spaces are vacant.

And many look vacant, soon to be actually vacant.

Here is an exercise you can do for your own business.

Walk down the sidewalk and imagine you are looking at your shop for the very first time.

Here are some things to look for:

• Is there a sign visible from the sidewalk?
• Is there a sign visible from the street?
• Does the shop look like it is open? (an OPEN sign helps!)
• Is it obvious what the shop sells?
• Does the entrance look inviting for people to come in?
• Are there specials and announcements visible from the outside?

What Is The Inside Experience?

• Does the shop feel welcoming?
• The merchandise is well organized?
• Is the pricing clear?
• Product information is available?
• Are staff members helpful?
• Is it easy to check out and pay?

How did you do?

All of the above items contribute to sales and the survival of your business.

Low-Cost Improvements

Here are some inexpensive things you can do quickly to improve visibility.

• Create an A-Frame ‘Sandwich’ board to go on the sidewalk.
  These are visible to foot and road traffic. You likely have a local print ship or can order online from a service like VistaPrint.
• Have an OPEN sign that is bright and ideally lighted.
• Have your hours clearly posted on the door.
• Have attractive posters or displays in the window that communicate what the shop offers and invites people in.
• Create effective displays within the shop.
• Have business cards and brochures available in the shop.

Other Improvements

Here are a few other things to consider.

• Clean up and paint the outside wall of the shop if looking a little shoddy.
• Add professional-looking signage.
• Add a branded awning with the name visible from all sides.
• Consider a digital sign with rotating images and text.
• Consider a video display in the window looping a marketing video.
• Upgrade your inside merchandising presentation.

Integrated Marketing

Our Total Traffic and Conversion Team, along with our Referral Partners, can help you with most of these items, including creating print and digital assets.

Retail Effectiveness Review

Like our Online Effectiveness Review, we can review your physical shop and make recommendations.

If we cannot visit your shop in person, you can take a bunch of photos with your phone and send them to us for review.