Retail Digital Signage
Customers rely on digital communication to research products, analyze customer reviews, and make buying decisions. The impact of e-commerce and online retailers cannot be underestimated.
A lot of people are competing for a consumer’s attention — up to 4,000 ads and impressions per day, per American. These trends conspire to challenge retail shops and product marketers to create and present messages that engage potential customers immediately, hold their attention, and deliver information and experiences that translate to purchases. In-store digital signage cuts through the routine with rich visuals and audio to achieve leading-edge customer engagement.
Projected messages, LED, and LCD displays are fast becoming go-to communication tools for a variety of industries: public service, entertainment, education, and especially retail.
Retail digital signage helps emphasize company and product image while setting the stage for an enjoyable shopping event. All these benefits translate to more time spent interacting with brands and more money spent per shopping trip.
More than ever, stores seek to influence customers’ attitudes, shaping their moods to view shopping as more of an experience. A retail digital display can set the tone in any purchasing scenario. It all comes down to content and execution.
When implemented correctly, retail signage displays use videos, graphics, text, and other media to connect product to customers with specific needs, showing how their purchases match their lifestyles and make their lives more productive or enjoyable.
Sound and video convey emotion in a special way. These characteristics give digital signage in a retail store the ability to escort customers through their journey by creating an automatic reaction to the store setting and specific brands. Consistent, yet ever-changing images and subtle variations on themes make a real impression on store visitors; customers become absorbed in the brand narrative.
Depending on which options they choose, customers can even “influence” the story using touchscreen technology — again, strengthening the bonds between consumers and retail offerings. For customers accustomed to soliciting purchasing recommendations from social media friends and following online influencers’ styles, an engaging digital signage integration conveys a modern, progressive retailer.
Sales and Cross Promotion
These customer-inclusion and engagement strategies put customers at ease and reinforce that the shop and brands match their perceptions of themselves. But the proof of their effectiveness comes at the checkout line. Retail digital signage continues to pay off by enticing store visitors to explore more products and increase their purchase as a result.
Digital screens placed next to specific products — those on sale, new product offerings, or recently featured on a celebrity’s Instagram, for example — leverage other marketing avenues to drive demand. The displays can play videos demonstrating cosmetics, showing professional athletes using sports equipment, or presenting a mini-fashion show with dresses available in the store — again connecting the products to the customers’ lifestyles and ambitions.
In addition to drawing attention to select items, retail digital signage solutions allow retailers to demonstrate products and provide details in ways static signage cannot. Verizon Wireless does so in its Mall of America retail store.
Ready to Join the Retail Digital Signage Revolution?
McCann Systems can design and install a comprehensive and flexible array of displays that generate foot traffic, engage shoppers, and increase revenue. Get in touch with our technical experts to learn more.