The impulse buy can be a driving force for any retail or service establishment. Its power is the split second decision that turns a one-item shopper into a buyer who grabs a cart. But impulse buying statistics prove that your exterior signage can have a lot to do with the unplanned stop that nets you a shopper in the first place.
How Signs and Impulse Stops Relate
A report by the U.S. Small Business Administration reveals stunning numbers. Although they are not new, they nevertheless underscore the effect of well-placed signage for any business.
- Traffic percentages. According to the report, a company may receive between 20 percent and 45 percent of its business from consumers making an unplanned stop. They term it an impulse stop.
- Broad range of niches. These percentages are highest for service stations and convenience markets. They are lowest for warehouse stores and supermarkets. Shopping centers with their broad ranges of companies are somewhere in the middle.
- Signage is the driving component. What generates the impulse stop is the effective signage. The report speculates that the failure to place persuasive markers in plain view likely leads to a reduction of traffic.
Why Do Signs Make Such a Big Difference?
For starters, consumers see your signs quickly. Assuming that you have markers in place that feature sufficient heights for the speed of traffic, and excellent color contrasts with the façade tones, these products trigger a response. The experts note that the relationship between the sign’s message and its closeness to your company’s physical location makes the difference. Your sign triggers an impulse that your storefront or service establishment is then equipped to fulfill at the same moment.
Signage Options that Stand Out
There is not one sign that will lead to the entirety of your customers’ impulse stops. Instead, a combination of signs achieves this goal.
- Building sign. A sign on the façade of your company’s office or store is not an optional display. Instead, it is frequently the first exposure to your business. Present it at the optimal height for the traffic speed at the venue.
- Pole sign or monument. Both products address the motorist well before s/he reaches the entrance to the parking lot. Doing so allows the driver to navigate safely to the entry without accidentally driving on. In many cases, you lose the impulse stop when the driver would have to make a u-turn or otherwise maneuver around to reach your business.
- Flags and other attention getters. Standing out with flags, inflatables, banners, and similar attention getters is an excellent method for catching the eyes of the driver.
Order Your Business Signs Today
If you are ready to put the impulse buying statistics to good use for your business, contact our advertising sign specialists for assistance. We work with you to devise an exterior sign strategy that encourages the impulse stop. Afterward, we also help you with the design, manufacture, and installation of interior point of purchase (POP) signs that continue the sales dialog with the consumer.
Call us today to get started on your sign project!