What is Internal Signage and Why Does Your Business Need It?

When you own a brick-and-mortar store that relies on foot traffic, your first battle is getting your customers in the door. The second? Getting them to stick around. One of the primary reasons a customer might leave your store is that they are unable to find what they are looking for. And recently, this problem has been on the rise.

It’s not surprising that, in an age where most products are a mere Google away, customers are more driven by convenience and ease than ever before. Walking into an unfamiliar store with no clear to find their way around or unpack which products are available to them is an immediate prompt for modern customers to turn around and go back the way they came.

The best way to combat this? Internal signage. But what is internal signage, and how can you use it to your advantage as a business? In this blog post, we’re breaking those two questions down to make sure you never get a customer doing the 2-second turnaround ever again.

What is Internal Signage?

Internal signage is all about the signs, displays, and visual guides inside your store that help customers find their way around. Unlike external signage, which is designed to grab attention from the street, internal signage makes sure your customers know where to go once they’re inside.

When we answer the question, ‘what is internal signage?’, we’re actually pointing to a variety of different sign varieties that fall under that umbrella.

A few common types of internal signage:

·         Wayfinding signs, which show your customers where to find what they’re looking for.

·         Product category signs, which point customers toward specific product areas.

·         Promotional signs, which highlight special deals that might encourage your customers to buy.

·         Branding and decorative signage, which helps to reinforce your brand and create a unique shopping experience.

As you can see, it’s vital to get this right, because it will define your customer’s in-store experience. After all, what is internal signage if not an opportunity to make your customers feel as if they are in exactly the right place?

Why Does Your Business Need Internal Signage?

Makes Shopping Easier

Nobody likes wandering around a store feeling confused. Clear signage helps customers find what they need quickly and makes their experience way more enjoyable. Happy customers are more likely to come back, so it’s a win-win!

Boosts Sales

Ever grabbed something you didn’t plan to buy just because a sign caught your eye? That’s the power of good promotional signage! Whether it’s a limited-time offer or a “best-seller” tag, well-placed signs encourage shoppers to add more to their carts.

Helps Your Staff Work More Efficiently

If customers can find their way around the store easily, your team won’t have to spend as much time answering “Where can I find this?” questions. That means they can focus on providing great service instead.

How To Design Internal Signage that Works

Keep it Simple

Your signage should be easy to read at a glance. Use clear fonts, high-contrast colours, and minimal wording so customers get the message straight away. Your signs should always put function first.

They could be the best internal signage in the world, but what is internal signage if not a guidance tool? If the signs are unclear or not easily visible, then they fundamentally don’t work, so simplicity is a good guiding principle.

Make it Look Good

Your signage should reflect your brand’s personality. Incorporate your brand’s colours, logo, and design elements to make sure everything feels cohesive. This is the fun part, so don’t hesitate to lean in! Everything from the colours you use to the copy you choose to appear on the sign can contribute to the brand story you’re telling your customers.

Keep it Fresh

Signage isn’t a “set and forget” thing. Regularly check that your signs are up to date with your latest promotions, layout changes, or rebranding efforts. Outdated signs can make your store look messy and unprofessional.

In fact, this is one of the biggest reasons that many modern stores choose to use digital signage; it’s sleek, functional, and very easy to update when promotions change from season to season.

Put it in the Right Spot

No matter how great your signage looks, it won’t be effective if it’s in the wrong place. Make sure wayfinding signs are visible from entrances, category signs are placed above product sections, and promotional signs are near high-traffic areas like checkouts.

At the end of the day, internal signage does so much for your store, but the most important function it serves is making your store’s layout feel familiar for even the newest customer.

This hinges on the signage being high-quality, so when in doubt, make sure to partner with a signwriter that can balance your needs as a business with your love for your brand.

Bring your vision, rely on our expertise.

At Brave Design, we’re proud to be the leading Auckland signwriters serving businesses just like yours. We are your creative partners for outstanding signage, and have been since all the way back in 1992.

With this generational expertise in signage backing us, we’re able to help you craft the internal signage your business needs to guide your customers from rack to checkout with ease.

Get in touch with us today to begin crafting your store’s brand-new signage.