What to consider for Retail Digital Signage
When considering retail digital signage in-store, within your PoP displays, merchandising and shop windows, identify investments that can deliver business improvements by retaining customers, acquiring customers or maximizing basket size.
9 Benefits of Digital Signage in Retail Stores
Yes, there are capital requirements in deploying a digital signage network but the upsides are many so let’s have a look at nine benefits.
1. Wham bam, the shopping experience comes alive.
New shoppers are afflicted with ADD – analogue deficit disorder. Today’s shopper use screens for information, education and entertainment. And you’re still laser printing little A4 product descriptions and slipping them into perspex stands?
2. Increasing basket size.
In a Nielsen survey of 1,000 shoppers, amongst those who had seen digital signage at retail, 42% said they would rather shop at a store with video displays, 68% of respondents said in-store messages would sway their purchasing decisions and 77% said it was a useful way to learn about products. Another report by Arbitron Research found that of those shoppers who have seen in-store TV, almost 30% made an unplanned purchase as a result. Retail case studies showing sales uplift of 10% on promoted products are common and major deployment stores have recorded average sales increases as high as 25% across advertised products (eg Sainsbury’s Convenience Stores, UK).
3. Maximizing average transaction.
In-store digital media provides a dynamic way to highlight product stories, upselling and suggesting add-on sales. If sales staff are hard to find, providing compelling information might make the difference between a sale and a walk-out.
4. More efficient PoS at reduced cost.
It seems crazy in this age to be cutting down trees, shipping the paper around the world, printing toxic inks onto it, road freighting it to all the stores, hoping the staff displays it correctly, then hoping they remove it at the appropriate time, paying them for their time to do both and finally throwing it in the bin! A screen doesn’t just replace a poster, it provides multiple messages along with movement. Digital signage content management provides real-time control of in-store marketing on a site-by-site or hour-by-hour basis if required.
5. Improved yield from major media campaigns.
So you spent millions getting into people’s homes via TVCs, online banners and video. In order to maximize your marketing spend it’s critical that you support it in-store, and what better way to drive those video-based ad campaigns right through to point-of-purchase.
6. Promoting new forms of engagement.
Got a shopping app? Looking for Facebook engagement? Tell people about it in-store using the appropriate technology medium – screens.
7. Increasing ROI from ‘soft’ marketing initiatives.
Sponsorships, Corporate Social Responsibility programs and community support initiatives are all great content to strengthen the bond with customers.
8. Revenue from 3rd parties.
Even if you prefer not to open up your environment to third party messages of questionable relevance to your own offering, you may still be prepared to display messaging by the brands you carry, and to maintain relevance to your own brand the medium could be used for joint promotions. You could leverage supplier terms of trade or co-op funds by offering screen time. Get creative.
9. Interactive platform extension.
Here’s where digital signage technology has gotten sexy in recent years. In some cases the same content management system that runs the screens is now also driving touchscreen information. Which can also connect with ordering kiosks, offering social media checkins and sharing tools, managing PoS displays, capturing customer data, counting traffic, intersecting with mobiles and more.
Digital signage has come of age. Hardware costs are down and retailers can deploy reliable in-store digital media to more effectively engage with digitally savvy, screen-fed customers in their language AND make the store a more interesting, dynamic place.
This story was made available via Permission Blog. For the complete story and other interesting blogs visit: https://permission.com.au/blog/nine-benefits-digital-signage-retail-environments/