Three Ways In-Store Signage Increases Impulse Sales

“I Had to Have It!”

Technology has transformed the way consumers shop – e-commerce has diverted some purchases from brick-and-mortar stores and digital video recorders like TiVo now limit consumers’ exposure to traditional television advertising. Despite these changes, retailers still have many opportunities to increase in-store sales. One key is to leverage customers’ inclination to make impulse buys.

• A study by Marketing Support Inc. and Leo J. Shapiro and Associates found that every week around one third of consumers make an impulse buy with a median price tag of $30.

In addition, researchers at A.T. Kearney discovered that when consumers visit stores, 40% spend more than they had originally planned. Impulse buying is alive and well and in-store marketing is more critical than ever to capture these dollars. Here are three tips for using signage to increase sales:

1. Use complementary signage to direct customers to add-on purchases. For example, a home improvement store could promote light bulbs in the lighting fixture department, or vacuum cleaner bags in the display for vacuums. When space allows, it’s a good idea to create a display of complementary products. Customers are more likely to make that impulse buy if the product is right in front of them and they don’t have to walk to a different area of the store. If this approach isn’t practical, reminding and directing customers to complementary products is an effective strategy.

2. Prompt customers to consider additional purchases at the check-out counter. Whether customers are ordering in a fast-food restaurant, shopping at a local department store, or buying groceries, signage at check-out will inspire them to make a last-minute impulse purchase. A tempting image of a dessert may tempt a restaurant customer, while a “buy one get one free” offer for lip balm may entice a cosmetics shopper.

3. Use different types of signage to inspire impulse buys. There are many options when it comes to in-store signage that will tempt consumers to make that last minute, unplanned purchase. Freestanding signage may be placed attached to shelving. Alternatively, a flat counter top display may be effective. Digital signage and streaming video offer great opportunities to attract their attention. Dynamic messages and images increase the number of messages delivered to consumers and makes signage more engaging.

Rose Displays has developed compelling signage for customers in a wide range of industries. In an era where in-store marketing plays a bigger role than ever, we can help you convey your message and increase sales through impulse buys. Contact us today to learn more.