Signs: Do they help the service experience?

In the world of brick-and-mortar retail, signs are a key part of an overall customer service strategy. Those bright and shiny markers on the outside of a building that direct customers to their specific location.  Some, like Walmart and Target are so ubiquitous, they can be spotted hundreds of yards in the distance.

Our local mall has been finishing up a multi-year makeover that includes big changes to the line up of stores. Gone is the giant Sears anchor that stood for years, now replaced with a new Burlington, ULTA, FiveBelow, Tilly’s, MatressFirm, Bath & Body Works, Petco and Rack Room Shoes.  

Final construction days at Merced Marketplace

As part of the trend in retail, those stores are using the gutted framework of the former Sears and now have their entrances on the outside perimeter of the main mall building. Announcing themselves in brightly colored light up signs that contrast nicely against the also trendy light tan stucco buildings, they look great.

Once inside the new stores, the corporate parent company typically provides mandated signs to provide wayfinding.

Welcome to Burlington

Mens

Womens

Shoes

Housewares

Cashier

All these signs directing customers to where they want to go and what they need to find.  Other signs get switched out on the regular.

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So, yes, in a corporate owned retail store, signs and wayfinding seem to work generally well. Often times, over the course of the day-to-day grind, employees and in-store leaders will make an internal decision to create a sign to seemingly help customers.  Unfortunately, they don’t always do the trick.  You’ve probably seen them.   

Even dry erase board look sloppy

Please no outside food or drink inside the store

Restrooms for customers only

This kiosk not working

Please sign in and take a seat.

We will be right with you.

Sadly, these signs are often times hurriedly hand written or printed out from a computer, on an 8.5” x 11” sheet of paper and then taped to a specific location. Like the front door.

They typically look sloppy and frankly, unprofessional. While on the surface, they appear to be created for customers, generally these signs are posted as a reaction to employees having to answer the same question over and over again.

During my time as a Walt Disney World theme park cast member, it was felt that every guest deserved to be treated as a ‘VIP’ and we made it our goal not to make them feel stupid for asking any questions.  

In brick-and-mortar stores, a newer phrase to greet customers as they walk in has become ‘Welcome In.’ Aside from the confusing origins of that particular phrase, would you and your team ever consider printing out a sign, framing it and then just holding it up as customers walk in?  Without speaking? I don’t think so. 

When team members decide to create and post signs instead of using that moment to engage with their customers, it’s one less chance to connect with them.  An interaction to make the customer experience a positive one that is now lost. Are printed signs ever okay?  Maybe. Before you create and print out that sign you’re considering because it seems to have a special importance, run it through this filter.

Is it replacing something better served with a more personal interaction?

Is the sign something that could be said directly to your customers? Even if your associates feel they’re repeating the same thing over and over again?  Not every team member has to say ‘Welcome in!’ to every customer as their opening greeting.  Many different greetings exist.  Any chance to even lightly engage with a customer is a positive.

Is the sign being created for a very small population of customers?

At a restaurant, a sign was posted Seniors: Please let us know before you order to receive your discount. How many seniors read this? Could it be addressed to your customers directly?

Is this new sign temporary? Or will it become more permanent?

In situations where safety is a concern, perhaps a quick ‘floor slippery - watch your step’ sign can be justified. Maybe a store associate can stand over the spill until it is cleaned up.  If a situation comes up enough often enough, could that sign become more permanent?

Then, once you determine that the sign needs to be created…

Could the sign look more professional? Printed out? Even framed?

Office supply stores offer frames specifically for 8.5” x 11” paper, that adhere to a window or smooth surface and can add a permanence and importance to a sign that customers might notice more. And finally…

How do you even verify that customers are reading your sign?

That’s the big question, isn’t it? Just because a sign exists, doesn’t mean your customers are actually reading it. 

A few years back, I was visiting a medical clinic and noticed this chair in the hallway. 

As I walked closer, I noticed that the chair had a small sign attached to the top of it. 

As I stepped closer, I saw that it read ‘do not leave chair in hall.’  If that doesn’t prove that signs don’t work, I don’t know what does.

It’s clearly a hard habit to break. In my travels, I continue to see these types of signs in restaurants, retail locations, non-profits and more.

I’ve learned that handmade signs can be a divider.  Some don’t think it’s a big deal and are actually helpful.  Others think they’re useless and just add clutter and mayhem to a customer experience.

Certainly something to ponder. Before posting a hand-made sign to your restaurant, retail location, office building or medical clinic, take a few moments to think about it. Brainstorm with your team members and customer facing associates  Is the sign reallly needed?  Could it be something your assoicates or workers could actually say to your customers? If you feel it’s really needed, can it look more professional and important? What can you do to insure that customers are reading it?

Ultimately, it’s all part of the overall service experience.  If the goal is to make a more positive outcome from your customers, then all of it matters.  Yes, even signs.

What are your thoughts?