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Report: 40 percent of shoppers rely on directional signage
November 7, 2007
DALLAS — 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."
Studies have shown that deploying digital signage is an effective way to make such signage stand out and become more effective.
The study included shoppers at stores in eight categories: consumer electronics, office supply, mass merchandisers, club, department, grocery, drug and home improvement.
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