Today’s post reviews empirical research on the sales-boosting power of in-store advertising and explains how to unlock these benefits with two popular indoor business sign types, courtesy of the Signworld team.
Literature Review: The Value Of Indoor Business Signs
Repeated, controlled studies in numerous countries have consistently found that consumers make more than 70 percent of their retail purchase decisions in store (Adams, 2004; Liljenwall, 2004). That means getting them inside is only half the battle–and indoor business signs are invaluable when it comes to “closing sales.”
This is supported by research published in the Journal of Retailing and Consumer Services, which concludes that “in-store signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making” (Otterbring et al., 2014).
No matter your industry or unique indoor sign needs, the Signworld business alliance can help! Signworld partners are located across America. We carry all the most popular indoor business sign types, and constantly invest in new technology, hardware, and design skills to be able to meet any custom requests.
What follows is a discussion of some of our most popular indoor business signs and their scientifically-proven sales-boosting effects.
Go Digital With In-store Business Signs For Sales Boosts
Research by Burke (2008) found that digital signage with relevant messages could drive incremental sales of 5 to 25 percent. This reinforced findings from a 2000 test of digital signage conducted by Indiana University and Eddie Bauer, which equated the use of indoor digital signs to a 23% store traffic jump and 10% sales increase.
Unlock The Power Of Point-Of-Purchase Signage
In a 2008 study, researchers sought to measure the impact of properly designed point-of-purchase signs (POP) on sales revenues.
The study ran for three weeks, involving 109 stores across the country. Three POP signs were designed with ad copy written “using social psychological principles,” with each sign intended to promote the sale of compact fluorescent lamps (CFLs).
Though the sales impact varied based on the sign design being used, the impact of POP advertising was impressive across the board. On average, the inclusion of POP signage resulted in a 43% increase in the sale of CFLs.
These results echo findings from similar studies conducted that same year, which found that “non-trade marketing activities at the point of purchase were more likely to deliver a meaningful return on investment than television, radio, print, or outdoor advertising” (Burke, 2008).
So while you may not be in the business of selling light bulbs, you can certainly take advantage of the power of point-of-purchase signage in your industry. Signworld partners offer a wide range of POP sign types, all of which can be extensively customized to fit your exact specifications.
Free Indoor Business Sign Quote – Find A Signworld Partner Near You
Signworld indoor business sign manufacturers are located all across America.
Visit the Signworld website or call 888-765-7446 to speak with a representative for help locating a Signworld partner near you.
References
Adams, Doug. (2004). “Special Report: Making In-Store Advertising A Measured Medium.” In Liljenwall, R. (Ed.), The Power of Point-of-Purchase Advertising: Marketing at Retail. Washington, DC: Point-of-Purchase Advertising International.
Burke, R. R. (2009). Behavioral effects of digital signage. Journal of Advertising Research, 49(2), 180-185.
Liljenwall, Robert. (2004). “Global Trends in Point-of-Purchase Advertising,” In Liljenwall, R. (Ed.), The Power of Point-of-Purchase Advertising: Marketing at Retail. Washington, DC: Point-of-Purchase Advertising International.
Otterbring, T., Wästlund, E., Gustafsson, A., & Shams, P. (2014). Vision (im) possible? The effects of in-store signage on customers’ visual attention. Journal of Retailing and Consumer Services, 21(5), 676-684.
