The Power of Floor Graphics in Retail Marketing
Did you know that over 70% of purchasing decisions are made at or near the point of sale? More retailers than ever are discovering the impact of placing floor graphics directly on pedestrian walkways—and the results speak for themselves.
Proven Impact of Floor Graphics
A study by the Centre for Advanced Retail & Technology found that after just three weeks of using floor graphics:
- Sales increased by 17.2% for products featured with floor graphics
- 11.2% of shoppers were first-time buyers of the highlighted products
- Foot traffic in those product areas jumped 280%
Similarly, researchers at the Point of Purchase Advertising Institute discovered that when floor graphics were placed in front of displays, 64% of shoppers stopped and engaged.
These figures show that floor graphics do more than decorate—they actively drive sales and consumer engagement.
The Psychology Behind Floor Advertising
In his article The Psychology of the Floor (2008), Dr Joseph S. King described the floor as “potentially a most useful source of advertising information.” He argued that people naturally look downwards as part of how they orient themselves. This instinctive behaviour, combined with the downward focus of smartphone use, means consumers are primed to notice graphics on the ground in their path.
Floor graphics capitalise on this natural focus, placing relevant, persuasive messages where shoppers are already looking.
Indoor vs Outdoor Floor Graphics
Indoor floor graphics boost sales inside stores, but their effectiveness depends on whether customers walk down the specific aisle.
Outdoor floor graphics—placed on walkways and entrances—can be even more powerful. Every customer must pass through a business entrance, making exterior signage highly visible and unavoidable.
In contrast to the overwhelming clutter of signage, posters, and displays inside a retail environment, walkway graphics stand out. People look where they walk, which makes outdoor floor graphics one of the most effective point-of-sale advertising tools available.
Key Takeaway
Floor graphics combine psychology, visibility, and proven sales results to create a cost-effective marketing channel. Whether indoors or outdoors, they capture attention, engage shoppers, and influence purchase decisions right at the most critical moment.