The Value of Storewide Signage Audits
by DW Green — July 12, 2017
Years ago I visited a successful, high profile independent 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. I learned that the business was committed to, among many things, delivering exceptional customer service, exceeding customer expectations.
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 camera’s, the penalty for shoplifting and a $25 returned check fee. Wow, the sign didn’t make me feel to good about the store or myself. I imagine from a legal perspective it is wise or even necessary to warn the public in advance of these types of activities but it doesn’t set the stage for a warm welcoming shopping experience.
Store signage can have a significant impact on a business. Signs set the tone for customer visits and employees’ work atmosphere. Appearance, location and word-choice in signage create a lasting impression. Signage also sends a strong message to customers about whether or not the company cares about them and their business.
A storewide signage audit can identify any customer-unfriendly signs that require modification. For example:
- Take off all the no and don’t
- Try to use 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
- Put thank-you signs on cash registers, 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.
When is the last time you conducted a storewide signage audit? How often do you conduct them? It’s a good idea to consider storewide signage audits quarterly.
Filed Under: DW's Blog