Over the last few years, many physical stores and high street businesses have faded away and changed in order to fit with the more modern world. UK high streets would typically be filled with various types of retail stores and businesses that would serve customers over the counter and on the phone, displaying products through physical catalogues or in-store samples. In 2023, print and sign companies are more commonly found in business parks and industrial estates with simple reception areas to greet partners and big clients. The physical experience for customers and clients when visiting a business is still hugely important and a big part of business, however, equally as important is a company’s online presence. High street businesses and stores still have their place, but as buying habits change, so too do our high streets. In-store experiences have become very important and certain industries simply rely on customers due to the face-to-face interactions they offer. However, that being said, a website can be someone’s first experience of your company and paint the way they see and think about your business. Many businesses operate entirely with online stores and offer a set range of products in specific volumes and sizes. Print can often find itself more commonly offered in this way, but in many cases an online store might not be the best solution for certain types of signage. Due to the fact fabricated signage is bespoke, it is down to your website to showcase your capabilities and services when a potential customer considers using your company. Therefore, web-to-signage isn’t a clearcut path. Products and substrates can be offered online while more straightforward or personalised solutions can lend themselves to online stores. Bigger projects and more bespoke signage requires a lot more information and communication to be executed correctly. If communication and expectations are not clear, customers can be left disappointed due to a lack of understanding or information. Due to the many elements of creating a big sign or print project, an online portfolio, gallery, or case studies can be the perfect way to ‘sell your product’. A less direct way of selling online, but an online experience nonetheless. With all this in mind, we hear from professionals in the industry who advise on the GETTING AHEAD OF THE GAME As companies communicate with customers digitally more and more, we highlight key advice and considerations for signage companies looking to offer their products and services online FOCUS ON / WEB-TO-SIGNAGE 53 Issue 248 - August / September 2023 email: news@signlink.co.uk
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