These are difficult times for US retailers. The inflation rate might have dropped from the record high in 2021 but still stands at almost three percent, and online vendors continue to erode traditional retail’s market share. Small details can make a big difference in winning and retaining customers. Signage is a direct way to connect with customers, and wood signage, in particular, can help boost business and foster customer loyalty in these challenging times.
Wood signs add a personal touch
Consumers find it difficult to form a connection with today’s global brands. However, personalized wood signs have a uniqueness that harks back to the family businesses that used to form the backbone of US towns and cities. Leveraging this kind of connection is key to success for 21st-century retailers trying to compete with online competition.
Much is made of e-commerce’s advantages, which include buyer convenience, global reach, and lower operating costs. However, traditional retailers need to focus on their own strengths, the greatest of which is the personal touch that they offer. All the videos or online chats in the world cannot match real physical interaction, and a shop’s signs are a tangible representation of the brand. They also provide an opportunity to control that all-important first impression.
Using wood signage to convey traditional values
In a shrinking and competitive environment, it is vital to have a laser focus on your target demographic. Trying to tempt those who prefer online shopping into putting down their smartphones and venturing into a shopping center is unlikely to yield significant success. However, some buyers eschew e-commerce and prefer to browse tangible goods in shops. These people are saddened by all the empty retail units in American towns and cities and hark back to days when the streets were full of shoppers on a Saturday afternoon.
This is the demographic on which today’s retailers need to focus. Wooden signs convey a sense of longevity. We have all seen the centuries-old signage on family businesses that have been passed through multiple generations. A modern wooden sign conveys this same sense of permanence and longevity. A new business can still demonstrate its traditional values and long-term aspirations with signage that mentions the date it was established.
Demonstrating your sustainability credentials with wooden signs
Honoring the past and demonstrating traditional values does not mean ignoring changing times. We all need to take sustainability seriously and do everything we can to leave a healthier world for future generations. Today’s buyers are very eco-conscious, and a survey by McKinsey found that 60 percent factor a vendor’s sustainability credentials into their purchasing decisions.
Wooden signage shouts out a retailer’s green credentials to passing shoppers. Wood is, of course, a renewable resource, and responsible forestry practices positively impact the environment. For example, more trees are planted than are harvested, and forests are managed for the benefit of the natural world.
Pragmatic advantages of wooden signage
It is easy to assume that the advantages outlined above come at a cost and that choosing wooden signage means making a greater financial investment to reap the benefits. However, this is not necessarily the case. Wooden signs are not usually significantly more expensive than plastic or metal alternatives, and even if businesses pay a little more, the greater durability means the real cost over time is lower.
We have already mentioned wooden signs that have existed for decades or centuries. This incredible durability makes wood cost-effective for retailers with long-term business aspirations. Even better, wood is a little like leather in that its appearance improves with time as it develops a patina that adds charm and character.
Timeless appeal cementing brand image
Design trends change with the wind. Yet wooden signage has a classic appeal that transcends it all. Wood has been the go-to material for signage for centuries, and its timeless appeal combines with modern sustainability priorities to enhance brand image in the 21st century.
Photo by Pixabay; Pexels
