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There are lots of reasons to encourage your customers to beef up their in-store signage and displays. Great displays draw people into the store and alert them to new products, sales and promotions. During the COVID-19 pandemic, signage can also be used to keep your customers and employees safe and support compliance with the law. But did you know that really these things can also make your customers less price-sensitive?
Research conducted by Raymond R. Burke and Alex Leykin at Indiana University’s Kelley School of Business (“Identifying the Drivers of Shopper Attention, Engagement, and Purchase”) looked at a variety of impacts of in-store signage on shopper behavior. Researchers asked: What is the impact of signage on drawing people into the store? On keeping them in the store once they’ve entered? On them making a purchase? One of the results that surprised me and, frankly, showed a correlat