IF THERE’S ONE MARKETING tool I underestimated early on as a business owner, it was signage. I thought of signs as décor, something nice to have once everything else was “done.” But at Dante & Dory’s Pet Emporium, signage has proven to be one of our most powerful drivers of traffic, sales and customer confidence. It doesn’t just communicate information — it influences behavior.
Starting Outside
When we installed our large, easy-to-read exterior sign, foot traffic into the store tripled almost instantly. Not because we ran a promotion or changed our hours, but because people finally knew what was in the building (even though we had plenty of window signage). Drivers who had no intention of stopping in suddenly did. Visibility matters. If customers can’t clearly tell who we are or what we sell from the street, we’re relying on luck instead of strategy.
We also recently added a lighted “Open” sign to the window. I’ve never loved the look of them, but function beats preference. Sometimes from the outside, the store looks dark even when we’re open, and there’s no reason to leave customers guessing. Clear signage removes friction and hesitation. When people know we’re open, they’re far more likely to walk in and purchase for their pets.
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Inside the Store
Signage serves as our silent sales team. Small interior signs placed near products help both shoppers and staff buy and sell, respectively, with confidence. For key items, we created signs with three to five simple bullet points explaining why the product benefits pets and/or what makes the brand special. We also include whether the product qualifies for our frequent-buyer program and if sold at a price per pound, the latter so customers can easily compare. We added the UPC code, as well, so we can reorder quickly.
Signage inside freezers points out product benefits.
UPC codes with pricing allow for faster re-ordering.
These signs ease decision fatigue for customers and training strain on staff. Instead of memorizing every detail, the team can lean on the signage for support. And customers can browse and learn at their own pace.
Larger department and section signs also play a major role in the shopping experience. Simple category callouts such as “Birthday,” “Treats for Dogs & Cats” and “Rawhide Alternatives” help customers quickly orient themselves and discover new areas of the store. We’ve seen shoppers move more confidently through the space and explore categories they might not have otherwise. Good signage doesn’t just guide — it invites.
This sign lets customers know the products suit little pups well.
An Accessible Process
Every sign was designed in Canva using our brand guidelines. Whether your sign is inside or outside, the same rules apply: Keep it clean, simple and easy to read. Avoid clutter. Focus on clarity. Use language your customer understands. And make sure it reflects your brand so the experience feels cohesive from the street to the shelf.
We partnered with a local printer who could handle large-scale printing, then laid out multiple signs per page to make production cost-effective and so we could cut them ourselves in store.
Signage is not just an operational detail — it’s a strategic asset. It works every hour you’re open. It supports your team. It educates your customer. And when done well, it pays for itself many times over in traffic, sales and confidence. If you’ve been putting signage at the bottom of your priority list, it’s time to move it to the top.
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