Franchisor Signwave says signs grab impulse buyers

Leading Australian Signwave franchise says impulse buyers represent a healthy share of the sales of any retail outlet, with effective signage playing a pivotal role in attracting impulse buyers to a location.

“According to studies, an easily visible, readable sign greatly increases the chances a consumer will make an impulse stop at your location,” says business services franchise general manager, Kate Groom. “Research shows that signs on premises are the only way to capture impulse sales, and one of the best uses of advertising dollars. A good sign speaks to you. It might shout or whisper or simply point the way, but it will always have a tone of voice. That is part of what makes signs effective.”

Due to advances in sign-making technology, retail signs today are more colourful and eye-catching than in years past.

“Full-colour digital graphics can be used on almost any size sign, from a banner outside a retail location in a shopping centre to exterior signs. With all the options available, retailers should begin with a good sign and graphics plan,” says Groom. “Retailers should also remember that exterior signs could do more than identify their location and promote current offers. Effective exterior signs use colour and graphic elements to convey an image for the business that will appeal to the target customer.

“Another effective use of signage for retailers are the decals or graphics applied to retail area floors. These durable, large decals or graphics are applied to the retail location’s floors, even in high-traffic areas, to direct customers toward specific products or departments,” Groom says.