The competitive landscape for retailers has become complex – that is a fact. There is a great deal of focus on e-commerce and digital marketing, and rightfully so. The challenge for traditional brick and mortar retailers has become how to engage with consumers both in store and online. Creating a seamless customer experience that brings the best of digital to the in-store is the optimum solution. The experience should optimize the digital investment and create a multi-channel engagement with customers.
Why Digital Signage is Important
Digital Signage is a great way to bring your online presence to your customers’ the in-store experience. By adding well-placed displays powered in collaboration with a trusted signage partner, retailers can add compelling content to their shoppers’ experience. Signage can include ads from vendors, branding campaigns, social media testimonials and upsell opportunities. Over 60% of consumers have noted that digital signage has persuaded them to purchase advertised products in place of or in addition to their intended purchase. Upsell and targeted product campaigns are just two of many reasons retailers are investing in digital signage. When Nielsen tracked 120 grocers who use digital signage in their stores, they found that 80% of them saw as much as a 33% boost in sales (compared to using print signs.)
Digital signage is capable of more than upsell and advertising. By placing signage displays in your store window, movement is added to what is typically stagnant print signage. Typically, a passerby will linger only long enough to read the printed display; digital signage ads increased interest and dwell time, and ultimately added foot traffic to the store.
“Digital influenced $1.7 trillion of in-store sales last year compared to just $0.33 trillion only a couple of years ago.”
Once inside the store, smart use of digital signage is the answer to creating an engaging and immersive branded experience that can live in harmony with a retailer’s online strategy. Digital signage offers the opportunity to tell a brand’s story. It can help to create the tone of voice or personality of the brand, increase customer engagement and loyalty to the brand. When used effectively, digital signage serves to enrich your physical place, increase spaciousness and delight your customers.
Digital Signage for Retail
Many retailers have a time-consuming process to update printed signage. This labor-intensive process might involve print and shipping charges, and also personnel’s time before store opening and after closing. After all this is coordinated, there is still no guarantee the signage will be where it should be, when it should be, or truly posted at all. Managing conformity over multiple locations is tough for a small retailer, and near impossible for brands with upwards of 500 locations.
Digital signage allows for all stores to be part of the brand marketing plan through the use of a single software dashboard. That means changes can be made quickly, during store hours if needed, and completely documented through proof of play (POP) reporting. This alone makes digital signage worth the investment. Now sales professionals can use their time more effectively by adding product feature information, upsell or companion product details and special offers to the network. We know that shoppers don’t like to be sold. By using digital signage to get the message out regarding specials and additional offers, sales associates can become less aggressive and more of a trusted advisor.
Digital signage installations are increasing by nearly 40% year over year -retail leads that growth. In-store digital signage has the potential to create a relationship with customers by telling the brand story. It shows how a product can enhance their life, and answering questions that will increase loyalty and ultimately sales.