Here’s How Different Storefront Signs Drive Retail Traffic

Commercial signs are crucial infrastructure for business success. They mark buildings, provide directions, promote products, and improve brand equity. Although people often think of a business’s primary storefront sign, B2C companies like restaurants or retailers use a combination of sign types to beat the competition and drive retail traffic through their doors.

A customer’s path from the street to the entrance is strongly affected and guided by signs, so business owners and brand managers should understand the pros and cons of different sign types and how to strategically implement them for maximum effect.

Pylon Signs – The First Step to Retail Traffic

Streetside signage is the first level in a retail sales funnel, especially for impulse purchases. To use a restaurant or fast food business as an example, a hungry driver that’s ready for a meal will start looking around for signs showing that food is available nearby.

Pylon signs are often ideal for this first “introduction”.  They are typically tall, impactful signs designed specifically to get drivers’ attention in enough time to:

1. See the sign
2. Determine if there are desirable options present
3. Decide whether or not to eat there
4. Find the entrance
5. Slow down and signal
6. Enter the plaza and find the individual business

Creative pylon signs, particularly those with a digital message center that can present an inspiring image, can make drivers recognize that they’re hungry, inspiring the impulse decision to come in for a meal.  The greater the visibility of a sign from a great distance the greater the chance to leverage it to increase sales.

Learn More: Pylon Sign vs Monument Sign - What’s the Difference?

Dairy Queen upgraded its pylon sign with a digital display to catch attention and advertise specials.

Competition Within Locations

It’s typically inevitable that similar businesses will operate in close proximity. Restaurants will aggregate in malls, shopping centers, or plazas.  Usually for these areas, a single pylon sign with individual tenant panels will promote the range of businesses inside. These multi-tenant signs often require businesses to use the same format and display style, such as backlit acrylic faceplates. In these situations, a business and its competitors are equally represented.

While a pylon sign can entice drivers to enter the shopping center for a meal, more is needed to convince them to choose one restaurant over another. This is where different storefront sign types can make the difference.

Santora's combines a dazzling digital pylon sign and colorful storefront sign to get people off the road and in their door.

Storefront Sign Type Options and Benefits

When somebody needs to decide which business to patronize, the storefront sign can be a deciding factor. With several options available for material, lighting, and display, every sign type has its own benefits and drawbacks. 

Channel Letter Signs

Channel letters consist of 3-dimensional letters, symbols, and logos mounted onto a wall or a backer board. These are custom made, so they can perfectly match the font, size, and color of a business’s proprietary design.

There are several lighting, mounting, and material options which will affect the total price of the sign. Generally, these signs can be more expensive because each letter needs individual lighting and mounting, but they are also the most stunning and eye-catching by coming off the wall.

Learn More: What's Involved in Channel Letter Sign Installation?

Channel letter signs off an eye-catching display for passersby.

Cabinet Signs

Cabinet signs are generally a simple shape with an acrylic face. They are internally illuminated and shine through the front, allowing the sign to be clearly seen day or night. Some cabinet signs use a custom faceplate with several colors that allows light to fully illuminate. Alternatively, cabinet signs can use a vinyl overlay with letters cut out; this makes the letters glow and keeps the background dark.

Caputi's Sheridan Pub used a combination of channel letters and a cabinet sign in its revitalization project.

Aluminum Composite Material (ACM)

ACM signs have a plastic core with a thin aluminum face. These flat signs are lightweight and weatherproof, commonly used both outdoor and indoor. They can only be illuminated from external light sources. Some ACM signs have a reflective coating that increases visibility at night.

Choosing a simple ACM sign is the most cost-effective sign type, but it is also the least impressive. When it comes to driving retail traffic to your business instead of a competitor, a more captivating sign is often worth the investment in the long run.

Boost Brand Equity

Perception is reality. The quality of a business’s storefront sign directly affects how people feel about that location and the brand as a whole. In order to maximize brand equity and retail traffic, signs should be seen as a significant long-term investment.

To learn more about sign types and discuss your specific needs, contact the team at Flexlume for a free consultation. With 120 years of experience, businesses across America trust Flexlume for design, permits, fabrication, installation, and maintenance of their commercial sign projects.