A Special Advertising Supplement to Shopping Center World

Tools for the trade

Overall, respondents see signage as having significant impact on driving store walk-in traffic. More than 57% noticed somewhat of an increase in traffic, while slightly more than 28% noticed a significant bump in traffic.

Lastly, signage rated highest in its ability to convey and reflect store image, rating 5.2 on a 6-point scale (with 6 reflecting a " strongly agree" response). Respondents also believe that signage is used to draw customers into a store (5.0) and that signage serves as a mode of advertising (5.1). In the same vein, respondents were least likely to agree with the statement, "Signage is used only for store identification".

In the past, signage served the simple, functional purpose of marking the store as the correct destination. Today, signs not only identify, they drive traffic, impact lease negotiations, and define - often embody - a store's image, marketing message and overall retail spirit.

Respondents saw signage as having a significant impact on driving store walk-in traffic

Will Pollock is an Atlanta-based freelance writer and former senior associate editor of Shopping Center World. Supplement Associate Editor: Carol B. Padgett; Art Director and Designer: Brian Buxton