Research Review: The Marketing Effectiveness Of Window Signs & Graphics
Window signs & graphics are one of the most cost effective advertising tools for brick and mortar businesses, allowing owners to transfer plain panes into high performance promotional spaces, rivaling billboards in size and visual impact without the bulk or big ticket price.
Today’s post reviews marketing research on the effectiveness of window signs & graphics, then explains how easy it is to order some of your own in Conroe, TX.
Read on to dive into the literature, or call The Custom Sign Haus at (936)-539-4200 to start your order with a local window sign & graphics expert.
Research Review: The Effectiveness Of Window Signs & Graphics
1. Window Signs & Graphics Positively Influence Store Entry Decisions
In a seminal study by the Journal of Retailing and Consumer Services, researchers Sen et al. (2002) measured the impacts of window signs & graphics used by clothing retailers.
At the end of their study, they determined that window displays influence store entry decisions both directly and indirectly, the former by showcasing in demand products to target audiences, and the latter by creating an intriguing brand image.
“Consumers may enter a store because they are intrigued by or like the image of that store, as inferred from its window displays,” write Sen et al. (2002).
These findings were echoed 10 years later by the American Shopper Study, wherein 35% of shoppers said they had recently entered an unfamiliar store based entirely on the quality of their window signs & graphics.
In short, if you are looking for ways to increase your foot traffic and turn leads into prospects, window signs & graphics do a great job, and they are very affordable.
2. Window Signs & Graphics Take Storefront Displays To The Next Level
In the brick and mortar business arena, store window displays are considered to be “a key instrument of a retailer’s communication and visual merchandising strategy” (Lilly, 2010). But if you want to beat the competition in an increasingly competitive world, don’t limit yourself to a simple product display—take it to the next level with custom window signs & graphics!
As noted in one study by the Journal of Retailing and Consumer Services, storefront displays supported by window signs & graphics “are distinct from simple merchandise focused displays,” with “multi-modal” displays producing:
● More daily impressions
● Longer dwell time, indicating greater engagement
● Greater “priming” effects for purchases
● Better brand impressions
● Higher likelihood of store entry
Interestingly, these effects were seen even when the window signs & graphics were largely irrelevant to the products on offer; as noted in similar tests by the Journal of Global Economy, even when “showing eye catching displays that have little to do with its merchandise offering, a store can attract pedestrians’ attention” (Lilly, 2010, p. 18).
3. Window Signs & Graphics Impress Audiences For Better Branding
As noted in one study by the Journal of Business Research, creative, high quality window signs & graphics can have a positive impact on both immediate shopping behaviors and long term brand relations, leading to:
● Enhanced belief in the product
● Greater attentional focus compared to simpler storefront displays
● Stronger perceptions of retailer effort, which in turn enhance store entry intentions (Lange et al., 2016).
Here again, we can hear the echoes of the American Shopper Study, wherein 85% of respondents said they look to window signs & graphics to assess brand quality and character.
If you are looking for ways to imply quality and impress your audience in Conroe, TX, our window signs & graphics experts at The Custom Sign Haus are standing by to help!
Start Your Order: Get A Free Quote On Custom Window Signs & Graphics In Conroe, TX
To learn more about the effectiveness of window signs & graphics, and get a free quote on any custom order, you can:
● Call (936)-539-4200
● Email Hello@CustomSignHaus.com
● Fill out our quick contact form to book your consultation online
References
Lange, F., Rosengren, S., & Blom, A. (2016). Store-window creativity’s impact on shopper behavior. Journal of Business Research, 69(3), 1014-1021.
Lilly, J. (2010). The Effects of Store Window Display on Customers Perception and Attitude in Retail Clothing Outlets. Journal of Global Economy, 6(1), 16-20.
Oh, H., & Petrie, J. (2012). How do storefront window displays influence entering decisions of clothing stores? Journal of Retailing and Consumer Services, 19(1), 27-35.
Sen, S., Block, L. G., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9(5), 277-290.
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