The retail industry has survived trends and fluctuations. It thrives when customers have confidence and it has sustained itself when spending was down. According to the U.S. Department of Commerce, in 2019, retail sales totaled an estimated $3.7 trillion, up from $3.6 trillion the previous year. As the retail industry adapts and evolves into a more customer-centric experience, it continues to offer people what they want and need. The retail industry generates a constant flow of products to keep all the gears turning within society.

Supply and demand are alive and well, but marketing and persuasion are still a necessary component of selling a good and/or service. Signage helps. It bridges the gap between a potential customer and an actual customer. The International Sign Association (ISA) states that signs serve three main purposes: to attract new customers; to brand the business; and to create impulse sales. Signs are your company’s number one marketing tool, at least according to the ISA. 

The most effective retail signs appeal to a customer’s senses and preferences with an air of sophistication and simplicity. Research has found that 85% of a retail business\'s customers live within a five-mile radius from the business. However, that leaves 15% of your customers who live elsewhere, and let’s face it, you are probably not lucky enough not to have competitors within your five mile radius. Your signs matter to your business and your customers. 

Here are some signage trends that retailers should use to identify their business, convey the branding of their business, and drive sales with current and new customers.

1. Exterior signs – No matter what goods or services you sell, you want customers to know where you are and with zero confusion. It’s all about the customer and the ease with which they can find your store. Outdoor building signs draw customers in, whether their trip was planned or the result of impulse. Exterior signs, available in a wide array of options, should match your branding but also stand out so that customers can easily find your location.
2. Interior/informational signs – These signs are an opportunity to offer additional details that are not included on your exterior sign. These can be placed throughout the premise to keep customers informed of special sales, store updates/changes and so much more. View your retail space as a chance to reach even more customers. This type of signage can also include a call-to-action, for example, to encourage customers to join a membership or shopper reward program. The possibilities are truly endless with everything from floor graphics to informational signs.
3. Wayfinding signs – It’s vital that your customers know where they need to go and how they can get there. Wayfinding signs make it easier to navigate through your store so they can find what they’re looking for. They keep your customers confident during their shopping experience.  Confusion leads to frustration and customers leaving without buying.
4. ADA-compliant signs – Inclusivity is the law and this means that all customers, regardless of their capabilities or differences, should be represented in signage. Include ADA-compliant signage that helps those with visual or physical disabilities and understand the specific laws that apply to how these signs must be displayed.
5. Digital signs – If you want to keep customers informed of frequent changes, a digital sign should be part of your marketing plan. These are simple but powerful signs that can be changed and enhanced easily. 

Regardless of the size of your retail business, these signage trends can be applied to your business and we are confident that you’ll see the payoff. Signarama’s local sign experts are available to help your retail business design everything from your exterior signage to ADA-compliant signage to ensure you are growing your business beyond your wildest dreams.