Digital signage is widely recognized as one of the most powerful forms of Out of Home (OOH) advertising. For retail shops and stores, it represents one of the most flexible forms of advertisement, with options to scale ads, promotions, offerings, and capabilities to meet the needs of the retailer, audience, and area.
Most importantly, digital signage is becoming increasingly necessary as stores and malls struggle to compete with online shopping. Digital signage helps retailers bring product information, comparisons, offers, and product ads to customers to increase sales and help customers make decisions while still on the retail floor.
If you’re considering investing in digital signage, the following strategies will help you increase sales.
Capturing Sales at Checkout
Checkout areas are one of the most relevant areas for digital signage, because individuals often have to view displays.
Prominent screens placed around cash registers and self-checkout kiosks can remind customers of products they may have missed (Scanned an item, do you have this complementary/accessory item?), offer sales and promotions, promote discounted items, promote items in bins next to registers, share branding and ads, and remind customers of offers (get 15% off on shopping carts worth $75 or more).
Checkout displays are extremely effective because customers are often bored, already waiting to make a purchase, and open to watching screens. Sharing a combination of relevant offers, personalized information, and infotainment will help to boost sales at checkout, might boost return to the store, and will likely reduce perceived wait time.
Driving In-Store Sales with Touchscreen Kiosks
Driving sales before the customer leaves the retail floor is one of the most pressing issues facing retail stores today. Modern consumers often shop online, cross-compare items, and then go to make a purchase in-person, to avoid long waits for shipping and delivery. However, if a product isn’t in stock, retail stores lose that window and the customer will go elsewhere. Touchscreen kiosks are one solution to this problem, offering consumers an easy way to make the purchase right there, while they’re still ready to buy.
How does it work? Customers or store personnel access a kiosk which links to a web shop. The kiosk lists where the product is in the store, level of stock, and other pertinent information.
Customers can choose to order and pay for the item through the kiosk, selecting either in-store delivery at a click and collect location or have the item delivered to their own homes.
Depending on the store preference, this can include simply collecting products already in stock and bringing them to a service desk for pickup or may only allow backorders for products.
In either case, the customer can immediately follow through on the desire to make a purchase, with an estimated wait-time till the order is ready right on the display.
Why does this help boost sales? Most people walk into stores ready to make a purchase. It’s significantly easier to drive a sale while they are in that frame of mind. If a sales person goes “I could just place an order for it right now” or they have a “buy now” button on a search menu, they’re more likely to make the purchase, driving revenue to the physical store.
Personalization is an increasingly common digital signage strategy, and one that is likely to continue to grow in importance. Here, digital signage is linked to databases to connect to social media, external apps, and sensors.
Depending on the store and the customer, signage can update to offer targeted information based on demographic, gender, or age. It can also share custom greetings to customers either based on their customer accounts (accessed through apps or social accounts), clothing (“Greetings to the gentleman in the red coat”), or other details.
Note: Personalization can go too far. If customers feel as though personalization is invasive, they’re more likely to be off put and less likely to make a purchase. For this reason, targeted sales and ads are still one of the most acceptable ways to use personalization.
For example, you might show age-relevant items to customers walking by digital display ads. You might integrate customer-recognition through mobile phone apps to offer accessories to a product the customer previously purchased. Or, you might use product recognition to offer product information and ads for specific items.
This is especially relevant in cases where products benefit from customers making an informed choice, when products benefit from setting the scene or showing usage, and when customers actually need more information to make a purchase decision such as with tools, automobiles, or computers.
Product comparison uses item recognition or tag recognition to share information regarding products, either in a specific area or based on what customers pick up. This can range from a very simple display set up and programmed for a specific shelf to complex sensors tracking tags on products.
For example, a product comparison display on a single shelf might show comparing data for each product on the shelf. You could offer two or more options, scroll through product ads for each, and then have a display comparing them. These comparisons might include online reviews, pricing from other stores, and other data that customers are likely to look up online on their phone.
More complex solutions track which products customers pick up, highlighting product details, price, or even options. Customers can continue to pick up items to change what is being compared, so they can see at a glance, which better suits their needs. This kind of added information can help drive sales because customers have more information to make a decision and won’t have to resort to online searches as quickly.
Digital signage is one of the most flexible ways to add Out of Home advertising to retail spaces. With numerous advantages over printed paper (such as the ability to update instantly), smarter databases and solutions, and the ability to personalize messaging to products, people, and customer accounts, digital signage offers an extremely powerful way to promote sales. While not every marketing strategy will work in every retail space, most will, and most allow stores to offer added value to customers while increasing sales.