The holidays are just around the corner. Customers will be streaming through your doors to take advantage of the seasonal promotions you’ve been planning for the last several months. 

In order to make the biggest possible impact on your customers and your balance sheet, give some thought to how in-store signage direct customers to the sale items you have throughout your store.

In his book, Why We Buy, Paco Underhill gives valuable insight into customer behavior. Over the last 30 years, Underhill and his team of trackers have stationed themselves in stores, banks, restaurants, and other retail establishments to learn why shoppers do what they do.

Underhill’s research determined that shoppers entering a store need anywhere from 12 to 20 feet inside the front door to adjust to their new surroundings. Any signage placed within this area is likely to be completely overlooked.

In order to get the most from any sign, Underhill states the importance of determining what the customer will be doing, and where they will be looking when inhabiting any area of the store. The perfect message in one space could be completely wrong for another.

Drawing your customers’ attention to the items you wish to promote is crucial to the success of your sale.

Be sure to pay attention to how and where your signage is placed when getting ready for the holidays.

If you’d like to learn more about making all signage more effective, read Signage: 3 Ways to Get the Most from Your Silent Salesman on our Retail Science blog.

George Maginnis