Signage is not just a visual element in a store; it's a silent guide that enhances your shopping experience. Yet, we often overlook its impact unless it's poorly executed. Putting up a sign is not just about finding an empty space and plastering a message. It is about knowing what message to put at each point within the store in order to ensure that it resonates with the shopper at that point in time. In this episode, we dive into what Paco Underhill says about store signage in Why We Buy, and we investigate how retailers can use signage to deliver messages to their shoppers.  

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