October 13, 2007

A recent study conducted by M/A/R/C Research found 40% of shoppers rely on directional signs during shopping outings. M/A/R/C surveyed almost 23,000 shoppers thru an online survey to learn the importance directional, informational and promotional signs had on their most recent shopping outings.

Also important for retailers is to learn that 13% of impulse purchases occur simply because customers saw a sign promoting the item. "Impulse purchases are a key to retail success. When you factor in that 13% of these were driven by promotional signage, you quickly see the impact signage can have on sales," said Tony Amador, Vice President at M/A/R/C Research. "In-store signage should not be taken for granted. Stores should be consistently looking to optimize all signage."

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