Presentation addresses how signage can be used to connect with customers in a meaningful and engaging way; it was given at NRF's 100th Annual Convention.

1. Where they look, what they see:
How signage connects brand to
your customers
Rich Gottwald, ISA
Andres Nicholls, Prophet
Chris Borek, Target

2. Good afternoon…

13. Why have a sign?
•!One additional on-premise sign increased annual sales by 4.75%
•!A new sign added on a previously blank side of a building
increased sales anywhere between 2.5% and 7.1%
•!People usually learn from a business by their signs (44%) and
then worth of mouth (38%)
•!Without signs, the estimated loss of business would be 35%

14. Evolution of signage

15. Interactive technologies

16. Interactive technologies

17. Technology and regulation

18. How to make our signs work harder?

19. When we think about signage,
We always need to start with the brand

20. Understanding that brand is not a logo,
advertising, sponsorship, PR efforts or
marketing work

21. Brand is the sum of all information about
a product, service, or company that is
conveyed through communications and
experience…creating an associative and
emotional relationship between that
entity and its customers

22. brand is what you feel about a company
Photography: ELMGREEN & DRAGSET!

23. brand is what adds value to a product
.65¢! $2.65!

24. … and signage is a key touchpoint to
communicate specific messages to our
customers through the lens of the
brand: inspiration, emotion, price,
assortment, information, promotion

25. Convenient, easy, quick … french fries!!

26. Design, innovation, easy, quality… cool

27. Affordable, modern, bold… home

28. Opportunity, bargain… house training !
Really???

29. How do retailers use signage to create
brands that shift demand, particularly when
their category is becoming commoditized?

30. How have these and other brands have
avoided the parity trap?

31. …by focusing fanatically on their customers

32. … customers that will make them successful,
they become “brand centric”. Brand
becomes the key filter through which all
decisions are made regarding signage

33. We believe that this is what is required for
companies to develop truly successful brands

35. The challenge

36. Store experience is the key differentiator…
and signage is a critical component

37. We use signage as a navigation, promotion,
aspiration and education tool. We leverage
signage to…

38. We leverage signage to regionalize messaging
…regionalize message…
and reinvent categories!

39. …and reinvent categories

40. …and reinvent categories

41. We use signage to learn about guest
behaviors, promote multi-channel approach…

42. … and build excitement around openings,
generating buzz and brand presence

43. The BIG question about signage: does digital
signage work?

44. We think so…

45. … it is dynamic, flexible, quick to refresh,
integrates well into the environment and
it is measurable. It help us to promote,
educate, entertain and showcase our brand

46. … as we said at the beginning of this
presentation, done well, signage does
connect your brand to your customers in a
meaningful and engaging way

47. Questions ?

48. Thank you