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 in-store experience that brings the best of digital to the in-store is the optimum solution. The customer experience should optimize 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, and improve 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 printed signs).
However, digital signage is capable of more than upselling 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.