Where they look, what they see: How signage connects brand to your customers

Rich Gottwald, ISA Andres Nicholls, Prophet Chris Borek, Target

Good afternoon…

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%

Evolution of signage

Interactive technologies

Interactive technologies

Technology and regulation

How to make our signs work harder?

When we think about signage, We always need to start with the brand

Understanding that brand is not a logo, advertising, sponsorship, PR efforts or marketing work

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

brand is what you feel about a company

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brand is what adds value to a product

… 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

Convenient, easy, quick … french fries!!

Design, innovation, easy, quality… cool

Affordable, modern, bold… home

Opportunity, bargain… house training !Really???

How do retailers use signage to create brands that shift demand, particularly when their category is becoming commoditized?

How have these and other brands have avoided the parity trap?

…by focusing fanatically on their customers

… customers that will make them successful, they become “brand centric”. Brand becomes the key filter through which all decisions are made regarding signage

We believe that this is what is required for companies to develop truly successful brands

The challenge

Store experience is the key differentiator… and signage is a critical component

We use signage as a navigation, promotion, aspiration and education tool. We leverage signage to…

We leverage signage to regionalize messaging and reinvent categories!…regionalize message…

…and reinvent categories

…and reinvent categories

We use signage to learn about guest behaviors, promote multi-channel approach…

… and build excitement around openings, generating buzz and brand presence

The BIG question about signage: does digital signage work?

We think so…

… 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

… 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

Questions ?

Thank you