A digital signage display can catch a customer’s eye. How do you know if it is actually performing?
Are customers seeing your messages? Is your digital signage in the right places? Are you showing the right content at the right time?
This is where retail data analytics solutions can help. By providing insights into customer behaviour, retailers can better understand what is happening in their stores and make changes that improve digital signage performance.
How Can Retail Analytics Improve Digital Signage?
“To make digital signage more effective, retailers first need to understand what is happening in their stores. Retail data analytics solutions can provide insights into how customers move through different areas of a store, where they spend time and which displays attract the most attention,” says Scott Matthews, Head of Retail Analytics at Moving Tactics.
These insights can help retailers understand how customers interact with products and displays and how they respond to digital signage content. This can help identify opportunities to improve digital signage placement, content and performance.
Most importantly, these insights can help answer an important question: Is your digital signage actually making an impact?
Ensure your Digital Signage Shows the Right Content at the Right Time
Once retailers understand what customers are doing in their stores, they can use those insights to make their digital signage more relevant.
For example, if customer data shows that certain areas are busier at particular times, retailers can adjust their content accordingly. A breakfast promotion may be more relevant in the morning, while a lunch offer could be promoted closer to midday. A product promotion could also be shown in an area where customers are already shopping for that type of product.
“Retail data provides customer insights that help retailers adapt digital signage content for different locations, audiences and times of day, rather than showing the same messages across every display,” says Matthews. “The goal isn’t to show more content. It’s to show the right content to the right customers, at the right time.”
Knowing where and when customers are most engaged is only part of the picture. What they see on the screen matters too.
Measure, Learn and Improve
Digital signage shouldn’t be a set-and-forget solution.
Once content is live, retail data analytics solutions can help retailers understand how it is performing. They can see which promotions attract more attention, whether a display performs better in one area than another, and which messages work best at different times of the day.
Retailers can also use A/B testing to compare different versions of digital signage content and see which performs better. The results can help guide future content and digital signage content and campaigns.
Over time, this creates a simple cycle: measure, learn and improve. Retailers can use what they learn from customer behaviour to continually develop their digital signage strategy.
Rather than simply asking whether a display is switched on and showing content, retailers can ask: Is it reaching the right customers? Is the content relevant? And how can we make it work better?
Make Your Digital Signage Work Smarter
Retail data analytics solutions give retailers a clearer picture of what customers are doing in their stores. When these insights are used to guide digital signage, retailers can create experiences that are more relevant and responsive to their customers.
Better digital signage isn’t just about what you put on the display. It’s about understanding the people you’re communicating with.
With offices in Cape Town, Johannesburg and Durban (South Africa), and teams operating across Africa, the Middle East and Europe, Moving Tactics delivers digital signage and retail analytics solutions tailored to local markets and scalable across regions.
To learn more about Moving Tactics Digital Signage and Retail Analytics Solutions, get in touch with us.