FedEx Office Survey Finds Effective Signage Critical to Store Sales

DALLAS—May 14, 2012—When it comes to attracting customers, good signage is the way to go for small businesses according to a new survey released by FedEx Office. The “What’s Your Sign?” survey of American consumers measured the attraction power of signage and its impact on shoppers’ intent to visit a store, make a purchase and more.

The survey, commissioned by FedEx Office, a leader in small business marketing solutions, found a firm connection between good signs and positive consumer action, highlighting the opportunity for small businesses to grow through smart use of this simple marketing tool.

“There’s no question attention-grabbing signage has the power to pickup new customers and get business moving. Effective signage is not limited to the front door. It encompasses everything from in-store materials to car clings to posters and banners,” said Randy Scarborough, vice president of marketing for FedEx Office.

The survey found that almost eight out of 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven out of 10 (68 percent) have actually purchased a product or service because a sign caught their eye. A small business’ sign can also be an influential word-of-mouth marketing tool, with three out of four consumers saying they have told someone about a store based simply on its signage.

While location is important, sign quality is essential. More than two thirds (68 percent) of consumers believe a store’s signage is reflective of the quality of its products or services—a validation of the sentiments shared last year by 90 percent of small business owners in the FedEx Office “Signs of the Times” survey. This year’s study also found poor signage can deter consumers from entering a store, with more than half (52 percent) saying they are less willing to enter a store with misspelled or poorly-made signs.