There’s nothing more frustrating than not finding what you’re looking for. We all have experienced this at some point, a classic example would be needing the restroom in a shopping mall but not being able to find it! Or another could be knowing exactly what you want from the mall, and anticipating a 30-minute trip, but you end up getting lost and are unable to find what you want so you’re walking around aimlessly in circles – if this sounds frustrating, you are not alone! There’s a lot of science to retail wayfinding and consumers are instinctively and unknowingly interacting with signage throughout their experience. This is why in the context of retail; a great customer experience is everything and signage goes a long way in providing a good experience.

Importance of Wayfinding

Retail as an industry is having to compete with uber personalised digital shopping experiences which provide unmatched convenience. This is why it is so important for brands to provide excellent retail experiences. A good strategy would be to not only attract people to the store but to have them keep coming back. And a great wayfinding strategy will translate to a customer finding exactly what they wanted to buy, exploring the store which should lead to an impulse purchase, and having them leave with a sense of satisfaction. These are the experiences that build brand loyalty.

Building Brand Awareness and Recall

It goes without saying that effective signage also serves as real estate to build brand awareness and drive brand recall by showcasing the brand’s visual identity along with providing vital information.

Boosting Customer Satisfaction

There is an unparalleled wave of satisfaction that rushes through you when you find exactly what you’re looking for, and this goes a long way in building trust and dependability in the eyes of your consumers.

Role of Retail Wayfinding in Inventory Management and Logistics

For large department stores which house thousands of products from multiple brands, effective signage can also enable employees to navigate and find products easily and fast, which has a direct impact on customer satisfaction. In the event that customers can’t find what they’re looking for themselves, this allows for staff to provide richer service. A well planned out retail floor plan will also be easier for staff to absorb so they can provide better and faster service.

Consequences of an Ineffective Wayfinding Strategy in Retail

Having a sound wayfinding strategy goes a long way, this process includes the implementation of a system which can guide customers around ships or complexes easily. If your wayfinding strategy has holes, it can be measured by the following outcomes: ●Customers spend less time in stores ●They become more critical of products than usual ●They are not likely to make an impulse purchase ●Customer loyalty is lost This is why it’s so important to enhance the customer experience with the right signage for your business in order to drive customer loyalty, retention and even acquisition.

Types of Wayfinding Signage in Retail:

●Overhead signage: These are large signs that will hang over sections to allow people to find the department they’re looking for; they are usually hard to miss.

●Aisle signage: These signs can help customers find sub categories within a larger category, for example, if your customer is looking to buy a pair of running shorts, a large overhead sign may point them to the “running” section of the store and aisle signage can be used to point them to the “apparels” section within that department.

●Freestanding signage: These are typically used in large department stores or shopping complexes where the information can be provided on a floor level, these also double up as maps to help people locate the exact location of the store they’re looking for.

Suspended and door signage: Suspended signs can be directional signage that point you in the right direction. Door signs can also include restroom signs or elevator signs which are important information for customers when they are actively looking for them.

Brands Paving the Way with Effective Signage

●Ikea: At Ikea, the signage systems serve customers who know what they need and are looking for just that, so they can quickly go in and out and not waste time looking for things they don’t need. However, IKEAs floor plans and signage also cater to customers who are looking to be inspired or are looking for fresh ideas. This successful implementation of signage goes a long way in building customer loyalty.

●Decathlon: These stores are a classic example of how clear and effective signage helps shoppers navigate by organising the floor plan based on sport, season or activity. The use of large, modular overhead signs helps people spot the section they’re looking for even from a significant distance with ease, this helps people find what they’re looking for with ease.

Conclusion

In today’s highly digitised world, retail is having to adapt and evolve to compete with digital e-commerce and therefore must push the envelope to provide retail experiences that cannot be achieved digitally. This is where we come in, with our years of expertise in delivering effective modular signage systems, we can transform your retail space. Our signages are easy to install and design – they can be used for an array of purposes, from wayfinding to labelling. These are easy to install and can also be cleaned and repaired with ease. Get in touch to know more.