There's no getting away from it. The city centre retail environment is under a lot of pressure, as more people than ever opt to buy their products online and get their packages delivered instead. Smart business owners should take advantage of both opportunities, of course, but there's still demand in the "high street", and they must focus on marketing if they are to get the most out of their investment. Certainly, it can be difficult to make a difference, and much attention should be paid to the interior of the shop in order to make sure that people buy when they're within. However, these clients must be enticed across the threshold first and to make a difference here, it's important to focus on good signage.
The typical shopping centre is a hive of activity, and to be successful, the individual store simply has to stand out. This means that the marketing message has to be front and centre and there must be no confusion along the way. If it takes more than a fraction of a second for a would-be client to determine what the shop sells, then they may simply walk past and go elsewhere. These people are typically looking for something specific and may pass your property by, even though you stock that item within.
Clear and Unambiguous
Clear signage is absolutely crucial, and such a sign must be of high quality as well. You need to pay a lot of attention to your branding and must bring in professional designers to help you hit the spot. It's not good enough to simply craft a logo and expect it to work for you unless it is well-portrayed on a high-quality sign. You may need more than one sign as well and should ensure that it is at eye level when the shopper is nearest to your store.
There's an art and science to this, and you should bring in a consultant to make sure that you're doing it properly; after all, a great deal is at stake. With margins so tight, you can't afford to ignore marketing basics like this.
Don't assume that all is well simply because you have a sign outside your store. It may be time to revamp this, and you should talk with sign designers and manufacturers who may be able to help you boost your sales.