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Leveraging outdoor signage to drive store traffic

Outdoor signage is a critical strategic marketing tool for retailers. Besides being a beacon for the brand, well-implemented outdoor displays can convert passersby into buyers. Nearly half of customers will stop on impulse at a service station, and 40 percent at stores.

Switching from static to dynamic outdoor displays may seem daunting, especially for operators concerned about the financial outlay. But the many user benefits make the business case for investing in retailing signage.

Drive traffic and sales

Pole-mounted or building-mounted signage outside of stores attracts customers and generates new interest. According to the research, signs are a way to mark and market a business, with researchers finding that adding one sign at every store outlet in Europe would raise business revenues by $132 million.

As well as driving increased foot traffic, well-placed and targeted signs can appeal to consumers and prompt an impulse stop. This is key, since 15 percent of customers will stop at a sit-down restaurant, and up to 40 percent will stop at a fast food restaurant or QSR.

Since 85 percent of customers live within a 5-mile radius of any given business, outdoor signs provide a quick and efficient tool to reach these potential customers.

How to plan and deploy direct-view LCD signage

Outdoor kiosk

Everything you need to know about choosing your LCD displays for optimal viewing indoors and out.

In further research, sign modifications can drive double-digit sales growth and promote site visibility. Quality outdoor signage can also improve customer perceptions of your business. One-third of customers will be drawn to an unfamiliar store based solely on the quality of their signs, and this figure rises to more than half of consumers in the 18-24 age group.

“Outdoor Kiosk helps spotlight a QSR brand and drive traffic to their lot,” This has been key during the COVID-19 pandemic, which shifted the focus of food and beverage operators to outdoor and drive-thru formats and curbside pickups. “QSR brands now want to retain the increase in visits and revenue growth they saw over the past couple of years,” “Outdoor Totem is a great way to promote new menu items and limited-time offers by attracting new traffic driven by the store.”

outdoor drive-thru kiosk

Enable quick menu updates

Replacing traditional letter boards with modern LCD signage brings increased agility to restaurant operations.

By implementing digital displays, restaurants and stores can quickly adapt to customers’ shopping habits and product preferences. With a seamless content management system (CMS) like Shiningstar’s, menus are easy to update at any time, and you can schedule menu changes based on the day’s parts — such as breakfast, lunch, and dinner. Similarly, you can update your menus based on product availability, seasonal offers, and promotions. This optimizes your inventory, improves service levels, and enhances the customer experience. Printing and posting paper signage or manually switching out letters offers far less flexibility and much slower updates.

Static signage is much more labor intensive and particularly challenging with the current labor shortages.

Outdoor signage can also streamline restaurant operations by allowing customers to browse the menu before they even reach the door. Digital menu solutions have improved service speed for some brands, including McDonald’s.

Promote your brand

Outdoor signage has the potential to convey all the most important information about your business and the services it offers. Even from the outside, LCD signs can show passersby precisely what they can expect to find when they step inside.

Pole-mounted LCD signage, such as Shiningstar’s, is ideal to showcase menu specials and seasonal promotions in great detail.

Outdoor LCD can help provide an accurate and consistent presentation of your brand, including specific brand colors and logos. When it comes to signage quality, customers notice. More than one-third of Europeans associate sign quality with store and product rates, and 29 percent make store choices based on the information on store signs.

For restaurants and Retails focused on promoting fresh food and beverage options, connecting their brand with quality messaging is critical to customer conversions.

outdoor wall-mounted signage

Be part of the community

Local restaurants and Retails provide an opportunity for site operators to leverage LCD displays to build genuine connections with people in the community. Outdoor-ready digital signage can be used to raise awareness for community events and initiatives, such as local high school sports games, or share your business’s involvement in other activities that are important to your community.

Shining star outdoor signage is a great way to celebrate their successes.”

Research shows that these suburban and residential locations have become more important than business locations at shopping malls and travel hubs. And the same can help with employee recruitment by showcasing current open positions.

Making the investment

The cost of signage can feel like a barrier, but it’s one that partner brands can help offload. Food and beverage vendors may help you with your signage investment in return for the promotion of their own brand messaging, a mutually beneficial strategy many convenience stores already take advantage of.

High-quality, durable LCD signage is an investment that pays for itself — and quickly. As your outdoor signage attracts new customers, increases sales, and promotes your brand, your restaurant can only benefit.

Find everything you need to know about choosing your Outdoor displays and discover Shiningstar’s best signage solutions for Retailsdesigned to make the restaurant and in-store experience as compelling as possible.

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