DW's Blog

The Value of Storewide Signage Audits

by DW Green — July 12, 2017

“Store signage can have a significant impact on a business.”

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.