90% of India’s 1 Trillion Dollar retail sector is still in-store. Retailers today are focusing heavily on 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. As store sizes tend to be bigger these days, with good signages, customers can reach their desired products quickly without getting frustrated.
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.
The signage has to fulfill two broad functions. First, to support the customer’s buying journey, and second, to help the retail store accomplish its own economic objectives.