Viewing entries in
Signage

Mobile Repair Shop Opens Brick-and-Mortar Store

Mobile Repair Shop Opens Brick-and-Mortar Store

Cycle Surgeon Store

Published February 24, 2017

by Val Vanderpool

CARY, N.C. (BRAIN) — Retailer Matt Lodder operated a small home-based shop offering mobile repair services for eight years, and as his business grew he realized he needed a larger space. Lodder recently moved his repair and bike fit operation into a 1,400-square-foot space here.

The Cycle Surgeon stocks bikes from Yeti and Argon18 and continues to offer mobile repair services.

“The customer’s needs are important to me, so I will always do my best to meet them. If they are too busy or unable to come to the shop, I can bring my services to them,” Lodder said. “I offer on-site repairs as well as a pickup and delivery service. If someone needs emergency service, I can offer expedited turnaround.”

Lodder also said his shop’s small size lets him be nimble. “Being small allows me the flexibility to personalize your repair or fitting experience,” he said.

Lodder also stocks clothing, components and accessories. He worked with Holly Wiese and Andy Davis of 3 Dots Design on the store design. 

Cycle Surgeon Store

Bicycle Retailer and Industry News Minute Makeover Series - Episode 2

Branding…we all hear this term frequently and think we know what it means, but how EXACTLY does it apply to you and your bike shop…and why is it important?

As much as we all like to think our customers are loyal to our brand, chances are that many casual shoppers don’t even know the name of your shop.  That’s right…they could be anywhere.

I often run across shop logos that were created by an employee or old buddy who wasn’t really trained to be a designer.  If this is the case, it’s WELL worth your moneyto hire a professional graphic designer to update your logo (shouldn’t be more than several hundred dollars).  Get out of the 80’s and build a strong brand personality that you can be proud of!  Your customers will remember that, and it will pay for itself in no time at all.  A designer can also go further in protecting your brand by creating a Brand Guide that sets up guidelines for the consistent use of your logo, typefaces, and colors for everything relating to your business.

Once you have your brand guide in place, it’s so important to be consistent with your brand colors, logo and presentation in all aspects of your retail environment.  This includes all interior and exterior signs, all sales materials like hang tags and pricing systems, all branded merchandise like shop kits and t-shirts, all marketing materials like business cards, event tents and mailers, and everywhere your business lives on the internet like social media, email blasts and your website.  Get the idea?  Key words: ALL. EVERY. EVERYTHING.  Branding is consistency. 

Slowly but surely, your customers start to catch on and actually remember your name when searching for something they need. 

So step back and ask yourself what kind of an impression you’re making on a new customer entering your store for the first time.   Do you have your logo prominently displayed throughout the store in a clean, professional manner?  

After you have your brand consistently applied across all media, you can look for some more creative ways to get your brand noticed, and it can pay off big-time.  Many shops have huge success hosting fun themed group rides, a bike scavenger hunt, or a community fundraiser– whatever fits your store’s personality.  And that branded water cooler or bike tool kit at the trailhead with your logo on it can help establish a powerful store-customer connection.   Just make sure they know what store you are! 

Click Here for Episode 2: Store Branding

IMG_3047.JPG

3 Pro Tips That Show Why Your Retail Space Needs an Effective Signage Package

Why Your Retail Space Needs an Effective Signage Package

The importance of an effective signage package cannot be overstated. According to a survey by Ketchum Research and Analytics, 76 percent of consumers have chosen to enter a store they had never visited before based purely on its signage. Perhaps more importantly, 68 percent of customers admit to having made product purchases after a sign caught their eye.

When considering the effect of signage on your retail space, it is good to remember the ABC's. Effective signage:

  • Attracts new customers
  • Brands your retail space in the minds of customers
  • Creates increased impulse sales

Attracting New Customers

First and foremost, your signage outside and inside your retail space should be designed to draw the eye of passing customers. While it may be difficult to afford a massive marketing campaign to garner customer attention, well-designed signage is both affordable and effective. Unlike other forms of advertising, signage works for you 24/7, piquing customer interest in your products and driving traffic into your store.

Branding Your Retail Space

If your company has a trademark or logo, your signage should contain its image both outside and inside the store. Repeating text and images throughout your store via signage keeps your brand in the minds of your customers. The more consistent your signage is, the better your customers will remember the uniqueness of your retail space. Use your signage to make your brand more visible, more recognizable, and more conspicuous.

Creating Impulse Sales

Studies of retail shopping behaviors indicate that 68 percent of purchases were unplanned during major shopping trips and 54 percent on smaller shopping trips. Clearly, impulse sales account for a large percentage of total sales for a retailer.

Effective signage encourages impulse purchases by drawing the consumer's attention to the areas of your store that you want them to see. An attractive sign is both memorable and enticing. According to the Ketchum study, 68 percent of customers believe that a store's signage is a reliable indicator of the company's products or services. 

What does this mean for retailers? Simply put, your signage establishes your reputation with your customers, at least partially. Customers tend to believe that a company with a poorly designed or unattractive sign is likely to offer an inferior product or unprofessional service.

Location, Location, Location

Effective signage works not only on the outside of the store to bring customers in, but also on the inside of the store as well. In-store signs introduce customers to special products, promote sales, and give customers the information they need to make a purchasing decision on the spot. In-store signage coordinates your brand message throughout the customer browsing experience.

How to Make Your Signage Stand Out

To make the most of your signage, it is important to ensure that it meets the following criteria:

  1. Quality production: The days of hand-written, misspelled signs is definitely over. Modern consumers expect quality signage.
  2. Simple color scheme: While you want your signage to catch the eye, you do not want it to assault the eye.
  3. Easy to read: If customers cannot easily decipher the text and images on your signage, it will lose its effect quickly.
  4. Simplicity of message: Your message should be short and sweet. Longer messages slow down a customer and make impulse shopping less likely.
  5. Proper placement: Your signs should be placed in the areas you want your customers to browse. However, signs should never be placed in such a way that customer traffic is impeded, or merchandise is blocked.

If you follow these general guidelines, your signage will drive traffic to your retail space and promote sales. If you would welcome additional information about how to make your retail space all it can be, please contact us. We will be glad to work with you to promote your store in the best way possible.