Report: 40 percent of shoppers rely on directional signage

Report: 40 percent of shoppers rely on directional signage
Tags: Consumer Behavior, Customer Service, Department Stores, Digital Signage, Display Technology, Furniture and Fixtures, In-Store Media, Interactive / Touchscreen, Online Retailing, Pharmacy/Drugstores, Point-of-Purchase / POP, Psychology, Retail - Apparel, Retail - Automotive, Retail - Convenience Stores, Retail - Electronics, Retail - General, Retail - Home Center, Retail - Mall, Retail - Warehouse, Shopper Marketing, Signage, Specialty Stores, Store Design & Layout, Supermarkets & Grocery Stores
December 19, 2007

A recent study conducted by M/A/R/C Research found 40 percent of shoppers rely on directional signs while shopping. The group polled almost 23,000 shoppers through an online survey to learn the impact directional, informational and promotional signs had on their most recent shopping outings.

The report also shows that 13 percent of spontaneous buys occur simply because customers saw a sign promoting the item.

"Impulse purchases are a key to retail success," said Tony Amador, vice president of M/A/R/C Research. "When you factor in that 13 percent of these were driven by promotional signage, you quickly see the impact signage can have on sales. In-store signage should not be taken for granted. Stores should be consistently looking to optimize all signage."