New Research Shows Ceiling Signage Ignored by Shoppers
Ceiling signage ineffective
Overwhelmingly, the research shows no one notices sign placement when they’re hanging from the ceiling. Specifically, the Bringing Eye-Tracking to the Store: Applications, Observations & Insights report stated,
“Across dozens of PRS Mobile Eye-Tracking videos, across countries and multiple stores, we did not see a single shopper look upward to engage with overhead promotional signage.”
It appears the only time shoppers look up is for store navigation signs. Once they’re in the aisle, shoppers keep their eyes straight ahead or cast slightly down.
What this means for retailers
What this tells us is retailers shouldn’t bother creating promotional signage for the ceiling. Even the most compelling signs are a waste of money and effort because shoppers never look up to help them make purchasing decisions. If you want to connect with customers through your promotional signage, make sure you place them at eye level.
Find out more
If you would like further information about improving the customer experience with your promotional signage, feel happy to give SignIQ a call at 1800 SIGNIQ. We'd love to share more insights into this fascinating topic.