how signage connects brand to your customers
DESCRIPTION
Presentation addresses how signage can be used to connect with customers in a meaningful and engaging way; it was given at NRF's 100th Annual Convention.TRANSCRIPT
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Where they look, what they see: How signage connects brand to your customers
Rich Gottwald, ISA Andres Nicholls, Prophet Chris Borek, Target
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Good afternoon…
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Why have a sign? •!One additional on-premise sign increased annual sales by 4.75% •!A new sign added on a previously blank side of a building increased sales anywhere between 2.5% and 7.1% •!People usually learn from a business by their signs (44%) and then worth of mouth (38%) •!Without signs, the estimated loss of business would be 35%
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Evolution of signage
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Interactive technologies
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Interactive technologies
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Technology and regulation
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How to make our signs work harder?
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When we think about signage, We always need to start with the brand
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Understanding that brand is not a logo, advertising, sponsorship, PR efforts or marketing work
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Brand is the sum of all information about a product, service, or company that is conveyed through communications and experience…creating an associative and emotional relationship between that entity and its customers
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brand is what you feel about a company
Pho
togr
aphy
: ELM
GR
EEN
& D
RA
GSE
T!
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.65¢! $2.65!
brand is what adds value to a product
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… and signage is a key touchpoint to communicate specific messages to our customers through the lens of the brand: inspiration, emotion, price, assortment, information, promotion
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Convenient, easy, quick … french fries!!
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Design, innovation, easy, quality… cool
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Affordable, modern, bold… home
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Opportunity, bargain… house training !Really???
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How do retailers use signage to create brands that shift demand, particularly when their category is becoming commoditized?
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How have these and other brands have avoided the parity trap?
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…by focusing fanatically on their customers
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… customers that will make them successful, they become “brand centric”. Brand becomes the key filter through which all decisions are made regarding signage
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We believe that this is what is required for companies to develop truly successful brands
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The challenge
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Store experience is the key differentiator… and signage is a critical component
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We use signage as a navigation, promotion, aspiration and education tool. We leverage signage to…
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We leverage signage to regionalize messaging and reinvent categories!…regionalize message…
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…and reinvent categories
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…and reinvent categories
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We use signage to learn about guest behaviors, promote multi-channel approach…
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… and build excitement around openings, generating buzz and brand presence
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The BIG question about signage: does digital signage work?
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We think so…
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… it is dynamic, flexible, quick to refresh, integrates well into the environment and it is measurable. It help us to promote, educate, entertain and showcase our brand
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… as we said at the beginning of this presentation, done well, signage does connect your brand to your customers in a meaningful and engaging way
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Questions ?
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Thank you