The retail industry has had the spotlight on getting a lot of your attention lately, aiming to find new ways to connect with in-store consumers and differentiate brick-and-mortar shops from e-commerce.
Many retailers are working to create a unique in-store digital experience. But in today’s connected world, the most successful retailers are blending digital experiences with physical shopping to create a coherent, multi-channel experience.
One of the ways retailers are bringing the digital experience into their physical shops is through digital signage. You can use digital signage in your retail delivery shop, which can display digital ads, videos, or whatever message you want to convey to your customers!
Digital signage opens up a myriad of new options for your shop, and it can make a real difference for your customers. In fact, 68% of customers said that digital signage would make them more likely to buy advertised products.
44% even said it would influence them to buy an advertised product instead of one they were already planning to buy.
That’s why some retailers are quickly adopting digital signage, and it seems to be coming together. We surveyed 120 retailers using digital signage in their shops and found that 80 per cent of them saw a 33 per cent increase in sales (compared to using printed signage).
How can retailers use digital signage?
Digital signage is a broad category of display and signage, so there is no end to the different ways you can use it in your shop.
Digital signs can do so much more than traditional printed shop signs. They can be interactive, accurate and kept up to date. And they increase customer engagement.
Because they are easy to program and change, digital signs are more timely and seasonal.
Here are some ways you can take advantage of digital signage’s ever-increasing capabilities to enhance your customer experience.
Attract Window Shoppers and Increase Customer Traffic
The benefits of digital signage begin even before customers walk into your shop. Digital signage can help you create more powerful and captivating window displays.
For example, you can use digital signage software to update window displays to reflect any focus or sales happening in your shop.
But one of the biggest benefits of digital signage in windows is that it can be moved.
Because digital signs can be moved and changed, they are more likely to catch the eye of shoppers and passersby. Printed signs will only attract the interest of shoppers as long as they are willing to read or view them.
When signs change and move, you can engage shoppers both visually and physically. This means you’ve piqued their interest. You’ve taken the first step.
Tell the story of your brand
With printed signage, you’re limited by space. Even if you plaster your entire shop with signs, you still only have so much space. Digital signage removes these limitations. This means you can do so much more with your shop’s signage. And not just labelling different displays. You can tell your brand story better.
Today, the most successful retailers are more than just a shop. Your brand story attracts customers and makes them repeat customers. Digital signage frees up square thousand feet of visual ways to communicate your brand story to shoppers.
A flash store-within-a-store is another case study in digital signage. When you have very limited square footage (because you’re in someone else’s retail space). They can help your product grab shoppers’ attention and display it with an easy to follow message.
Share product information and promotions
Floor staff can answer customer questions about any product in the shop. But wouldn’t they be better off spending their time encouraging sales than answering questions.
The same questions – about product features and benefits over and over and over and over again?
The benefit is that it simplifies everyone’s time, gives customers one more avenue to learn about the product, and promoters are better able to focus on serving the customer.
With digital signage, you have the ability to display more product information for customer reference. You can also engage customers with interactive displays that give them the information they want, freeing up floor staff to use their time more efficiently. You can even provide powerful product comparisons, making it easier for customers to make purchasing decisions.
Speaking of productive time, digital signage allows you to boost sales by increasing sales and cross-selling without having to double your staff. You can programme your digital displays to give advice and promote additional items. This means you can have five digital workstations throughout your shop that are working to increase your shop’s revenue, even if you only have two sales assistants.
Take your online efforts to the shop
As I mentioned before, many retailers are struggling to differentiate between ecommerce and the brick and mortar experience. We’ve seen that competing with e-commerce on factors like convenience isn’t a winning strategy in retail, but with tools like digital signage, it doesn’t have to be one sales channel over another.
Shops that sell online put a lot of effort into digital marketing – and rightfully so. Digital signage also allows your physical shop to benefit from these efforts. You can introduce valuable social evidence (such as social media posts and online reviews from customers) and repurpose powerful online content to be viewed in shop.
Creative examples of digital signage
Digital signage isn’t a lofty concept, and many tremendous retailers have found creative new ways to utilise it in their shops. This means you can learn from and be inspired by many innovative use cases.
No matter your size, age or gender, we all have one thing in common: we hate choosing jeans. From different sizes from different brands to dozens of styles to choose from, denim is one of those cold frustrating shopping experiences.
But NORDSTOM is using digital signage to reduce the frustration of buying jeans. Their ‘Digital Denim Doctor’ displays use 360-degree imagery, smart programming and filters to give shoppers
Provides a clear path of the stitching. The “doctor” recommends jeans that fit your body type, lifestyle and fabric preferences so you don’t have to wander aimlessly through piles of denim.
Sephora lets customers try before they buy
Cosmetics and skincare are one of those categories of products you always want to try before you buy. It’s difficult for consumers and retailers alike because they have to find a balance between what customers want and what’s actually in stock.
Sephora listened to its customers and developed the “Facial Cosmetics Effect” digital display.
Customers can actually try Sephora products without having to carry makeup remover wipes. Virtual makeover technology means fewer returns for Sephora (Sephora has a return policy for gently used items in some countries).
The fitting room experience at most retailers today is far from adequate. ‘Smart’ mirrors have revolutionised the fitting room.
Combining the best of e-commerce and brick-and-mortar retail, it brings the entire catalogue into the dressing room. Customers can ‘order’ extra clothes or sizes from the fitting room. You can even adjust the ambient lighting in the room to make sure you like or dislike what you’re trying on.
Buy digital signage
With all the benefits and innovative uses of digital signage, you’re probably ready to try out this technology. So, how do you get some digital signage and displays for your retail shop?
Before you dig into your pockets, you’ll want to make sure you’ve got the best technology and digital signage software available. In general, and for your shop in particular. Here are a few questions to ask before you buy:
What industry is this system designed for? Digital signage is used in a variety of industries, from education to human resources. Look for a digital signage system designed specifically for retail shops so you can be sure it has the right capabilities to make a difference for you.
Does it support customer engagement and interactivity? Many of the effects of digital signage in retail involve customer interaction with the display. This means that in order to get the most out of digital signage, you need solutions that support interaction.
Bringing digital signage into your shop opens up a whole new world of opportunities to promote your products. for customers and generally enhance the shop experience. That’s why the number of digital signage installations is up nearly 40 per cent year-on-year. Retail leads the industry with 25 per cent of sales. Regardless of how they are used, digital signs and displays make a big impact on shops and customers and are worth the investment.
