Company News
The Value of Storewide Signage Audits
by DW Green — November 5, 2010
Earlier this year, I visited a wonderful supermarket chain in the southwest. It is an excellent supermarket company, with beautiful and well-merchandised facilities. Since it was going to be my first visit, I did some advance research about the company. In doing so, I learned that the business was committed to, among many things, delivering exceptional customer service and exceeding customer expectations. So you can imagine my surprise when the first thing I saw before walking into the store was a large sign announcing the store’s security cameras, the penalty for shoplifting, and a warning about the $25 fee for returned checks. I can tell you that the sign didn’t make me feel too good about the store, or myself. I imagine that from a legal perspective it is wise, perhaps even necessary, to warn the public in advance about these types of policies and procedures, but it doesn’t set the stage for a warm and welcoming shopping experience. Store signage can have a significant impact on a business. Signs set the tone for customer visits and the employees’ work atmosphere. Their appearance, placement and word-choice make a lasting impression. Signage also sends a strong message to customers about whether or not a company cares about them and their business. A storewide signage audit can identify any customer-unfriendly signs that require modification. For example, you may want to:
- Take off any “no” or “don’t” messages that appear in your signage.
- Try using signage that states rules in positive terms, with “please’s” and “thank you’s.”
- Reword the harsh rules. Try “we would appreciate…” or, “to help serve you better…” as lead-in lines.
- Place a welcome sign and mat at your front door, or a “we’re glad to see you” sign near your entrance.
- Put thank you signs on cash registers with verbiage such as “we appreciate your business” or “thanks for shopping, come again soon.”
- Make every sign in the store a positive action sign, a sign that says yes. The best signs make people smile or feel good about reading them.
Workforce management is deeply influenced by the environment that signage creates within a workplace. Just as negative signage can deter customers, unfriendly or unclear communication can impact employee morale and productivity. When staff members feel appreciated and supported, they are more likely to perform at their best. This is where superior solutions from tourtrax.com come into play, helping businesses craft not just the right messages but also the right systems for their workforce. By implementing positive communication strategies and supportive tools, companies can foster an atmosphere where employees feel valued and engaged.
When is the last time you conducted a storewide signage audit? How often do you conduct them? It’s a very good idea to consider doing storewide signage audits quarterly to make sure that the messages you’re sending to customers are ones you feel good about.
Filed Under: Company News
