A sign reinforces a retailer’s brand, communicates and informs customers, and can improve customer experience. But is there a way that retailers can determine a return on investment when evaluating their sign purchases? New research from the Signage Foundation uses case studies of national and international brands as well as small community organizations to discuss how signs deliver results for their end users.
“Retail Signage: Practices to Increase Return on Investment,” features analysis and research that identifies management strategies as crucial to increasing ROI.
Another key factor to improving ROI is the collaboration between designers and contractors responsible for each area of retail design.
Craig Berger, Chair, Visual Presentation and Exhibition Design, Fashion Institute of Technology, led the study, which sought insight from industry leaders in retail, restaurants and design.
“Previous research from the Signage Foundation has shown how signs positively impact the economy of businesses and communities,” said Duane Laska, SFI Board of Trustees chair. “This research further enhances the understanding of just how the retail segment in particular can better inform and engage their customers by implementing a comprehensive sign strategy.”
“Retail Signage: Practices to Increase Return on Investment” is available at www.thesignagefoundation.org in the research library.
