The way Americans shop has changed over the last few decades. We increasingly live in places with more open space. Walking through the streets to the local store is essentially something from a bygone era unless you live in a major metropolitan area. Much has been said in the news lately about the decline of the indoor shopping mall. It’s safe to say shopping options for the average American are consolidating. Sure, people buy things online more often now. Amazon is probably the major retailer everyone immediately thinks of when it comes to buying nearly anything. But, that doesn’t mean people aren’t going into stores anymore, clearly. What it means is that retail spaces are becoming a bit more uniform.
Enter the roadside shopping center and the need for shopping center signage.
Many shoppers find themselves engaging with stores that are clustered together in shopping centers spaced out along highways and major roads. If you own one of these stores, you know how competitive the landscape is. Here is what you’re dealing with.
Your would be shopper is driving along a major road at a fairly high speed, probably. There are numerous shopping centers along this stretch of road. Maybe they know what they’re looking for, or maybe they’re open to something jumping out and catching their attention. Either way, they need to know where your store is. In a sea of similar looking shopping centers and generic placards with uniformly dull fonts that might as well be invisible to passerby, there is an excellent opportunity to announce yourself to the world.
The walk-in business is yours for the taking. But, you need the right shopping center signage to stand apart. You may have thought about investing in signage before, but wondered if it was cost prohibitive and had a satisfactory ROI. There are many statistics showing how important signage is to a variety of businesses. Let’s dive into the numbers and some of the ways that shopping center signage can give you the edge you need.
If you build it, they will come
The use of outdoor signage has a direct correlation to increasing business. 50% of customers report that they learned about a business thanks to an on-premise sign. 35% of customers wouldn’t even know your business was there without a prominent sign being present. So, while targeted marketing like print ads, social media, and commercials are certainly valuable, don’t overlook how something as simple as an eye-catching sign can really fuel the growth of your business’ customer base. Best Buy, while a tremendous retail chain in its own right, still reports that 17% of their foot traffic comes from people recognizing their sign. As you grow, your branded signage can have a similar effect.
Proximity to your customer base
It’s been found that about 85% of one’s customer base lives within five miles of one’s business. This is important for a couple of reasons. For one, that means your customers will pass the location of your store some 50 to 60 times per month. Wouldn’t you want them to see a big and bold sign that many times? It puts the idea in their head to stop in when they want your product. It could also prompt them to mention your location to friends and family if your business is at the forefront of their minds. Secondly, grabbing the attention of potential customers in such close proximity increases the chances of repeat business. Since they pass by so often, they will inevitably shop with you with some regularity.
Get them talking
To expand a bit on the previous point about customers telling their friends and family about you, don’t underestimate the power of word of mouth. Reputation is everything when it comes to new business referrals. Because the signage you choose has a direct correlation with how customers view the quality of your brand, it’s important that it’s both attention grabbing and professional looking. You have to think of the value of your sign as a combination of things in this regard. On one hand, signage brings in a significant amount of foot traffic on its own. Hopefully, the people that do come in then recommend your business to their friends. Combined, that is a lot of dollars coming in with your sign as the root cause.
Getting noticed is a hurdle every small to medium sized business owner is familiar with. Consumers have more options than ever when it comes to where they spend their money. But, if you can stand out from the local competition, you’ll be much better positioned for success. At Signdealz, we recognize that shopping center signage is an investment. That’s why we stand by the quality of our signs and offer competitive pricing. Contact us today. It’s time for your business to stand out from all of the other storefronts sharing your space.