Going by the visibility in the economic media, one could be forgiven for thinking that all of India shops online. This could not be further from the truth though. According to the latest figures from the Indian Brand Equity Foundation, India’s retail sector will clock $ 1.1 Trillion by 2020 and of this $ 120 Billion will be the share of eCommerce. That’s just a shade over 10%. That said though, it is true that the traditional retail sector has recognised the looming challenge posed by the online world. Where the eCommerce world promises convenience, range, and economy, the offline world focuses heavily on strengths like winning customer service and a great customer experience. It is in the context of creating this unmatched customer experience that retail signage plays a key role. While designing the in-store consumer experience the aim is to make the customer feel that all the information they need in order to reach an informed decision about a product is available to them easily. Customers want the in-store experience to be clean, smooth, and hassle-free. These customers want to transact their business quickly. It is in the interest of the retail brand to build an engaging relationship with the customer. It is also incumbent upon the retail brand to ensure that the products and offers that make the most business sense to their retail operations are most visible to the customers so their decision-making can be reasonably influenced. You could say that the signage has to fulfil two broad functions. First, to support the customer’s buying journey, and second, to help the retail store accomplish its own economic objectives. In retail establishments signs can perform a variety of functions: Giving Directions: Signs showing the way to specific departments and key locations, for eg. trial rooms and billing counters. These help the customers find their way about the store easily and quickly without getting frustrated. Providing information: Signs about product information and categories, in-store events and promotions, or pricing. These are designed to help the customer get all the relevant information they need and to then make a quick decision. Branding: These are signs about the retail brand and are primarily intended to support the messaging and values of the brand and establish them deeper in the minds of the consumers. Showcasing: These signs are specifically for drawing attention to promotional offers, like seasonal discounts, or to specific product features or benefits that are the subject of wider campaigns. The aim is to drive up the probability of the customer making a purchase by reinforcing the benefits they may have encountered earlier. You could say that the signage has to fulfil two broad functions. First, to support the customer’s buying journey, and second, to help the retail store accomplish its own economic objectives. In retail establishments signs can perform a variety of functions: Giving Directions: Signs showing the way to specific departments and key locations, for eg. trial rooms and billing counters. These help the customers find their way about the store easily and quickly without getting frustrated. Providing information: Signs about product information and categories, in-store events and promotions, or pricing. These are designed to help the customer get all the relevant information they need and to then make a quick decision. Branding: These are signs about the retail brand and are primarily intended to support the messaging and values of the brand and establish them deeper in the minds of the consumers. Showcasing: These signs are specifically for drawing attention to promotional offers, like seasonal discounts, or to specific product features or benefits that are the subject of wider campaigns. The aim is to drive up the probability of the customer making a purchase by reinforcing the benefits they may have encountered earlier. You could say that the signage has to fulfil two broad functions. First, to support the customer’s buying journey, and second, to help the retail store accomplish its own economic objectives. In retail establishments signs can perform a variety of functions: Giving Directions: Signs showing the way to specific departments and key locations, for eg. trial rooms and billing counters. These help the customers find their way about the store easily and quickly without getting frustrated. Providing information: Signs about product information and categories, in-store events and promotions, or pricing. These are designed to help the customer get all the relevant information they need and to then make a quick decision. Branding: These are signs about the retail brand and are primarily intended to support the messaging and values of the brand and establish them deeper in the minds of the consumers. Showcasing: These signs are specifically for drawing attention to promotional offers, like seasonal discounts, or to specific product features or benefits that are the subject of wider campaigns. The aim is to drive up the probability of the customer making a purchase by reinforcing the benefits they may have encountered earlier. Indian actor Anushka Sharma is reported to have said, “I’m paranoid about shopping. I get irritable. I find it tedious and taxing. People say shopping is retail therapy, but I need therapy after shopping.” Our suggestion to the retail establishment that brought on this severe indictment is to take a look at their signage systems and make a change!