A higher number of walk-ins, an increase in sales, and a better return on space are some of the significant factors that drive retailers to engage with their customers in a more impactful way.
Visual merchandising is a retail strategy that augments the aesthetics of a product with the stated intent of enhancing sales. When done right, visual merchandising serves to create awareness and heighten brand loyalty. It’s most crucial function, though, is to entice customers into the retail space, which is all dependent on the quality of the product display.
One of the reasons that retail businesses have taken a hit in recent years is because the e-commerce and online shopping boom has captured the variety of visual advertising opportunities. This has made it even more critical for retailers to fuse visual merchandising strategies to their existing marketing strategies to increase sales and customer walk-ins.
Signage is one such crucial component of visual merchandising.
Defining signage, as we know it, is a limiting function in this day and age.
The origin of signage can be traced back fairly simply to place-based messaging that was static with limited visibility and that highlighted ideas and concepts.
Over time, the manner in which signage has been deployed in businesses has evolved considerably. From a static and non-illuminated form factor, signage has grown to include backlighting to the existing line up of spot lighting and front-lighting. This results in illuminated signage that brings out vibrant colors and texture without the harsh glare and spotting that front-lighting was known for.
With the advancements in LED technologies, signage lighting evolved even further. From flashing text and rendering high-contrast colors to rich imagery and full-bleed animations, LED panel-based signage allows businesses and brands to increase customer engagement, improve brand lift and promote their message, product, or service with more significant measurable results through installable sensors that track visitor engagement and retention. Naturally, these benefits are in addition to the existing advantages of static LED signage delivering brighter, more consistent lighting than other forms of signage, resulting in increased visibility and easier reading from a distance.
While the advertiser and marketer of today are aware that adding backlit signage adds a vibrancy to brand signage, having a calculated strategy about how to deploy illuminated signage including lightboxes and fabric backlit graphics is actually the biggest driver of your bottom line.
According to a report, 76 percent of consumers have entered a store because the digital signs were attractive, while an additional 75 percent of consumers have spread the word about a store simply because they were awed by the signage.
“Zumtobel claims a fashion retailer in Germany saw its sales go up by around 12% compared to another local store after it installed a new lightbox specially designed to appeal to the personality profile of its target customers.”
What advertisers and retail marketers must understand is that the lighting strategy they deploy must be optimized for the end-user engagement. Lighting strategy should be a well-thought action. One cannot afford to have a run of the mill plan, because balance is a must, and the strategy must work towards the common marketing objective of the brand.
So for brands, either the team behind the deployment must be educated enough to understand the nuances, or they should partner with specialists. Specialists or consultants must realize that effective signage deployment is a function of understanding the buyer’s journey and thereby aligning the implementation towards augmented buyer intent.
While illuminated signage has moved on from backlighting using fluorescent tubes to integrated signage using LED light panels, evolution for its own sake is meaningless. As such, it’s important to be understand the reasons when and why one would want to use LED lightboxes
Through backlighting, marketers can achieve low profile lighting, which is one of the only ways of lighting up tight spaces. This can be achieved using products such as LED light panels, LED light curtains/lattices, and LED light sheets. At Omnify Lighting, we’re always coming up with revolutionary lightbox technology with profiles as low as ⅝”depth.
Increased Visual Impact
Today, the signage space is extremely cluttered. From OOH billboards to non-illuminated signs outside departmental stores, consumers are bound to get hooked to neatly executed well-lit signage. Lighting plays a vital role in what you want your customers to focus on. This is why brands need to tread carefully with their lighting strategy; use lighting to guide your customer to the core message your brand is trying to tell.
Something that is known to all marketers is that the right advertisements bring success. However, an opportunity to have an advertisement on loop 24*7 is exhilarating. LED lightboxes help establishments stay-in-market long after their closing hours. Further, lightbox signage creates a natural sense of curiosity among people. People are more drawn towards illuminated objects or places, which is why a lightbox always helps to keep the brand alive.
Increased Product Resonance
Lightboxes provide consistent visibility and makes the brand’s customers want to engage with the product. Also, using high-quality fabric lightboxes instead of bland posters makes your products pop. For example, the chances of you noticing a movie poster in a lightbox is higher than the one you saw in a newspaper. When presented well using lightboxes, there is a higher possibility of a direct impact on your consumer’s buying decision.
Improved Surrounding Illumination
Lightbox deployment, when executed right, helps brands highlight key messages while augmenting the existing lighting. When brands partner with specialized providers like Omnify Lighting, they get bespoke lighting strategies that fit the brand’s needs.
Increased walk-ins and sales
Illuminated window displays are a great way to maximize your visibility, and double-sided lightboxes in a shop window achieve that, both inside and outside the store. Freestanding illuminated displays are the perfect way to bring your promotional message closer to the customer, so they work really well in larger areas such as showrooms and department stores.
What it comes down to is this; light is a source of energy, both in our lives and in business. It offers a rich vitality that is not achievable through non-backlit messages. This energy transfers to the customers and larger audiences and activates emotional triggers in consumers which is what brands want.
While you consider your signage planning, you will absolutely need to consider both digital and illuminated signage to see how best they can be brought together in a cohesive fashion.