The basis of customer guidance: information
If customers feel lost in your store, chances are you won’t reach your sales targets. Customer guidance usually ends up in one of two camps – too much, or not enough.
Many signs are placed seemingly haphazardly, even though there’s plenty of research tracking how people move and where they look in retail settings – and with tools available for visualizing customer flows, it’s easier than ever to be precise with signage.
The basis of successful customer guidance is information. When people get relevant information – more signal, less noise – they feel more relaxed and calm. Customers at ease take their time, are more open to new experiences, and look around more. In the long run, this leads to increased spending.