Advertisers can use shopper insights to create better signage.

5 ways data can influence retail signage and displays

December 30, 2015

Today, advertisers have a vast sea of data available to them to optimize their marketing efforts for retailers. Not only that, but shoppers expect business owners to leverage their data in meaningful ways that add value to their experiences. Customer insights permeate every level of marketing, from email campaigns to online advertising and social media outreach.

While ecommerce continues to grow at an impressive rate, customers still prefer to shop in stores. In fact, Business News Daily shared research from PwC that found nearly 40 percent of consumers make in-store purchases every week, while only 27 percent of shoppers do the same online. With this in mind, it makes sense that consumer data should be used, in some part, to enhance the in-store shopping experience. This could translate to how a store is designed or even which products are carried and how they are advertised. Here are five ways data can be used to optimize retail signage and displays:

1. Highlight popular products
Often times, retail environments will draw attention to certain products through high-quality signage and imagery. This is especially the case in clothing stores, where large format photos of models and even diagrams that show how certain items fit are used to grab shoppers' attention. Of course, retailers don't choose how to construct this signage at random. Instead, advertisers can tap into valuable shopper data, such as the most popular jean or shoe, and create signage surrounding those trends. Further, retailers can increase sales by building strong displays that feature popular products in a different manner than the rest of the items in the store.

Target consumer symbol.Marketers should use shopper data to inform there retail strategies. 

2. Promote exclusive offers
One of the main reasons consumers will visit a brick-and-mortar retailer is to gain access to exclusive offers. In fact, research from Google and Ipsos found 85 percent of customers would be more likely to visit physical locations that offer personalized coupons and exclusive offers provided in store. With this in mind, marketers should prioritize analyzing retailers' shopper data to determine which products could drive increased ROI through personalized promotions. Once these offers are determined, in-store signage should be employed to draw consumers' attention to these customized deals.

3. Communicate payment options
Today, consumers use a variety of payment methods depending on their age, demographics and location. That being said, it is important retailers prepare to accept a variety of methods to stay ahead of the curve. As an example, RetailingToday cited research from the Deloitte "2015 Global Mobile Consumer Survey," which found the use of mobile devices to make in-store payments has almost quadrupled in the past year.

Of course, not every store will appeal to the same audience, and there is still a large number of shoppers who want to use traditional plastic cards or cash to pay for retail products. However, advertisers can examine their clients' shopper data to determine which payment methods are most popular among their particular audience. Once a retailer adopts new payment methods, the store can then display those options using in-store signage throughout the location and at the checkout counter. 

"Seamless shopping is a priority for today's consumers."

4. Facilitate seamless experiences
Seamless shopping is a priority for today's consumers. For instance, Chain Store Age shared data from Salesforce that found 80 percent of consumers research products online before making a purchase in-store. Today, shoppers make purchases through a blend of online and offline channels and behaviors, some of which include:

  • Webrooming while in a physical location.
  • Tapping into beacon technology.
  • Making online purchases while in-store.
  • Sharing their locations on social media.
  • Attempting to return items in-store that were previously purchased online.

What this means is that whether a consumer is in-store or not, he or she shares countless amounts of mobile data marketers can use to make guests experiences more seamless. For example, if it is determined webrooming is common in a specific clothing store, retailers should display signage that communicates options for shoppers who want to enhance their in-store experiences with ecommerce features. For instance, Topshop, a British clothing retailers, posts signage about in-store return options as well as discounted shipping rates for items purchased online while in the actual store.

5. Leverage impulse shopping
Last minute purchases are a real occurrence that can have a major positive impact on a retailer's bottom line. In fact, NCommerce shared data that during holiday seasons, at least 27 percent of consumers make last minute purchases at the register. This trend explains why retailers and grocery stores create retail POP displays and showcase smaller items consumers can browse while they wait in line. 

However, stores don't employ these displays without proper data to inform their merchandising strategies. Shopper data tells marketers which products will appeal to consumers most and encourages them to make an unplanned purchase before they swipe their cards.

Every aspect of modern business today relies on data to be successful. This is certainly the case for the retail industry, too. As brick-and-mortar business owners face growing competition from online shopping, they can enhance the in-store experience by creating high-quality retail signage and displays informed by data.