Why You Need Digital Signage
Posted: December 23, 2014
We’ve heard ‘content is king.’ Nowhere is that more apparent than in digital signage, and stores are adopting the technology to not only inform, but entertain customers.
While retailers used data to measure and verify purchases, its deployment goes way beyond that now.
With digital signage becoming more and more prevalent, different sizes, shapes, and formats are being used to present varied messages with different objectives, audiences and engagement strategies.
The constant interaction consumers have with their mobile devices has resulted in their desire to have digital signage be responsive to them. Interactive digital signage lets users engage through touch screens, gestures, mobile interfaces and other means. This way, they control the messages they receive, which help stores market to them based on their interests and needs.
Consumers, turned off by a barrage of advertising messages, are more likely drawn to live video versus canned content. Stores which use live video feeds as part of their digital signage, may hold viewers' interest longer. This stimulating way of engaging consumers could mean they spend more time at your location, which could result in increased sales.
Digital signage can also complement and enhance the in-store experience, while making employees more productive.
The importance of creating special customer experiences in the store has continued to be well-documented in influencing decision making at the point of sale, reinforcing branding and enriching the overall shopping experience.
The diversity of digital signage is apparent when it evolves into different uses and formats:
- Advertiser driven digital signage networks allows advertisers and manufacturers to buy airtime in order to inform customers about their products and services, and in turn influence to drive more sales.
- Retailers can also affect a consumer’s shopping excursion by effectively promoting their products, brands and services digitally to their customers and also attract potential customers with strategically placed screens in storefront windows.
- Digital Signage can also be used to display employee training videos, health and safety and other corporate messages before and after business hours.. Management teams can set training videos to be played at specified times, allowing for the videos to be paused, rewound, forwarded and stopped.
- Touch-screen kiosks are just another form of digital signage. These have been around for a long time, but with new applications coming out, they have become more adaptive to individual retailers’ needs.
- Kiosks can provide self-service credit apps in-store, which streamlines the process of a customer opening an account. I can attest to this, since it took me less than five minutes to set one up recently while I was shopping at a furniture store.
- Interactive product information can guide someone through the buying process.
- Navigating aisles, product locators and price-checking units provide essential shopping aids.
- Customers can access loyalty programs
- Manufacturers can enhance their products by introducing line extensions.
- Shoppers can use kiosks to buy and refill gift cards and sign up for gift registries.
And the cost? Unlike traditional signage, where you pay for a new sign each time you need to display a different message, stores pay for the system itself and the cost of the running it, which allows them to change and update their message anytime they want.
Digital signage can also alter the perception of your store, as it signifies a progressive approach to your style of doing business.
If you’re a chain with multiple stores, digital signage affects changes instantly across locations, so there’s no lag time with outdated signage and all stores have a consistent look.
It also offers the opportunity for partnerships and other businesses to piggyback and advertise their product or service in your store, generating an additional revenue path.
There appears to be no limit of uses and engagement for this technology and it’s a way for retailers to capture their customers’ attention, and dollars.TAGS: retail, retail trends, retailers,