Digital Signage is made up of a variety of technologies used to replace traditional print and other media in the retail environment in a visually dynamic form. The effect of the visually appealing display gives retailers the opportunity to improve their customers’ shopping experience, make each employee more productive, reduce the load on customer service staff and, if possible, offer a supplementary form of income.
The importance of creating customer experiences in the retail environment is well-documented and has been proven to influence consumer decision-making at the point of sale, as well as helping to enforce branding and enriching the overall shopping experience. Chris Day, Managing Director of Moving Tactics explains, “Today, more and more retailers are beginning to recognise and reap the benefits of using digital displays and bespoke in-store music as part of their branding and customer shopping experience. It allows shoppers to visually interact with the brand’s products or promotions whilst still in the store environment, where actual purchasing decisions can be made”.
Here are 4 ways in which digital signage can be used in-store for effective retail marketing:
1. In-Store Digital Advertising
Advertiser driven digital signage networks allows advertisers to buy airtime in order to inform customers about their products and services and in turn drive more sales at the point of decision. The placement, size of commercial screen, type of content and other circumstances in store can vary quite a bit, but the most successful networks are always treated as any other in-store medium. That is to say, digital signage is like any other form of point-of-purchase advertising that can be bought by marketers and used to the reach customers on the sales floor.
2. In-Store Digital Signage and Music
Retailers can utilise effective retail digital signage to promote their products, brands and services to their customers and also attract potential customers with strategically placed screens in storefront windows. In-store music has also added to the customers’ shopping experience and when these powerful channels are integrated, a retailer can efficiently deliver their marketing message visually and audibly to the customer right at point of purchase. The X2O Media Platform, now available in South Africa, enables users to communicate key messages in real time to target consumers via a range of digital devices– all from one solution.
3. Employee Training and Skills Management
Digital Signage has been successfully used to display employee training videos, health & safety and other corporate messages before and after trading hours. Employee training can be further enhanced to include Training on Demand (TOD), which allows training videos to be played at times set by the individual store management and it allows for the videos to be paused, rewound, forwarded and stopped. TOD is a revolutionary bolt-on product that allows enables effective training of staff whilst having a huge cost savings for any distributed company.
4. Touch Screen Kiosks
Self-service touch screen kiosks have been around for a long time, but as newer applications are being adopted by retailers, there has been a new resurgence of the technology. The new cutting-edge technology includes additional functionality, such as:
self-service credit applications in-store
interactive product information and guided selling
wayfinding systems, product locators and price checking units
loyalty programmes and customer satisfaction
product line extensions
gift card sales and refill
gift registry, and
job applications and HR kiosks.
More and more companies are using digital signage to enhance, inform, upsell and improve their business performance. We at Moving Tactics have the experience and knowledge to work with you to create and build a customised digital signage solution that will deliver on your business requirements.
Moving Tactics is a leading South African digital signage solutions company that develops customised digital signage technologies and is constantly creating innovative communication solutions.