Signs of Success

This Q&A is brought to you by The Imagine Group. 

In a modern convenience store environment, what makes signage effective?

Andy House: Signage starts outside the store. Before a customer ever walks through the door, you have oppor­tunities to tell them what’s worth stopping for, whether that’s at the pump, on the windows or along the road. Think about where you’re catching the most attention and use that to tell a story.

Consumers have more choices than ever. Retailers need to quickly communicate why their store is worth the stop. We see a lot of success when stores use signage to high­light food, value and limited-time offers, especially when those messages change throughout the day. A breakfast message in the morning shouldn’t be the same message customers see at lunchtime.

Once customers are inside, the role of signage changes. It becomes less about driving a transaction and more about creating a connection with your consumer. Convenience stores have evolved—signage helps tell that story. The stores that stand out are the ones that make customers feel like they’re getting more than a transaction.

How can retailers use in-store displays to better connect with customers?

Food is driving a lot of decisions right now, so it’s a huge opportunity. We’re seeing retailers invest heavily in foodservice, and impactful displays help bring those offerings to life.

We have helped retailers create in-store experiences through graphics, lit-décor and signage, wayfinding and environmental branding. In some stores, that might mean using custom iconography to help customers navigate the space. In others, it might be highlighting food with illuminated signage or wall graphics.

We’ve seen retailers experimenting with merchandise and product rotation to create a sense of discovery. When customers encounter something new, it gives them another reason to come back. Signage plays an important role in drawing attention to those changes.

Continue reading more about The Imagine Group in the October 2026 issue of NACS Magazine article “Signs of Success.”