Retail is an ever-changing industry, which can make it a challenging environment when it comes to brand strategies and marketing tools. The main goal is to find creative and innovative ways to reach the target audience. One of the evolving and highly successful methods that many retail brands are turning to is digital signage software, which helps retail businesses reach a wider audience and create a trustworthy and memorable brand experience.
What is Digital Signage in Retail?
Digital signage utilizes LED screens, monitors, projection methods, and LED walls to display information, make announcements, and showcase marketing and advertising details. The content can be varied and may include videos, images, web visuals, menus, marketing messages, cinematic displays, and wayfinding guides.
In retail, digital signage is generally used for digital broadcasts, usually on a screen, to deliver advertisements within the store. In some retail locations, this might involve picking up an item and seeing a screen that displays all of the important details about the item. It might also involve placing an item on a landing zone, which activates the screen filled with specs about the product. This enhances the brand experience for consumers and increases the chances of making a sale.
Types of Digital Signage for Retail Stores
Using digital signage is an easy way for retail locations to engage their consumers and provide valuable communication regarding products, services, discounts, specials, promotions and much more.
Digital Displays
These have become the mainstay of modern marketing because they are versatile and can be customized based on the goods and services provided and the messaging delivered to customers.
The most common use for digital displays is to promote products. Placed in strategic locations throughout a brick and mortar retail store, the displays show highly specialized content that is linked to impulse buys and higher sales.
These digital displays can also be used to show the layout of the store, showcase promotions and sales, and point customers to the right location for certain products. They can also be used for internal communication, such as for training purposes or to make announcements to staff members.
Wayfinding Signs
In large retail stores, helping guests find their way around is useful. Touchscreen maps and other interactive sign elements help consumers find products and create a positive shopping experience.
In addition to store maps, digital signs can also be used to deliver directories, which is particularly useful in locations that have a lot of square footage or are spread over several floors. Speech recognition and voice activation are additional ways to make the signs interactive and engaging to use.
Video Walls
LCD Video walls are completely changing the way that retail stores engage with their consumers. Because the screens are precise and offer sharp visuals, they are ideal for giving customers an up close and personal look at products. Multiple screens set up in a grid formation make it possible to captivate users with a huge visual experience.
LED video walls are typically very high resolution, optimizing color and clarity. That makes them the ideal solution for adapting to a variety of lighting conditions and can be used both indoor and outdoors, further enhancing the reach and engagement with consumers.
Mosaic video walls can be arranged in a variety of shapes and sizes, creating an innovative and unique way to capture the attention of customers and provide them with a memorable brand experience.
Menu Boards
For retail locations that sell food and drinks, digital menu boards are valuable additions to their brick and mortar stores. They can be customized and easily updated as ingredients or dishes are sold out. Prices and special offers can also be modified, as needed, to meet the needs of staff and customers on any given day.
Advanced software allows menu boards to be connected to specific playlists, based on the time of day, the season and more, so they are always relevant. The signs are also sustainable as they don’t require paper and ink and can be changed without having to reprint the entire menu.
Kiosks
Digital signs placed in kiosks offer guests the opportunity to get needed information. They are often used in public places where there are a lot of people. Content may include maps, contact information, directories and more.
Benefits of Digital Signage in the Retail Environment
There are many advantages to using digital signs in retail stores:
Boosts customer and staff satisfaction.
Saves time and resources.
It is sustainable and environmentally friendly.
Encourages customer engagement.
Boosts brand consistency.
It is simple to control, modify, and update.
Getting the Most Out of Digital Signage
These best practices ensure the most optimized results:
Have clear objectives and goals.
Optimize your content strategy.
Focus on bold, vivid visuals.
Use compelling headlines.
Prioritize clarity.
Schedule content in a relevant way.
Make changes as necessary.
Conclusion
Digital signage has a profound impact on customer engagement and sales in a retail environment. Used appropriately and properly, such signs can increase revenue and create a memorable and positive brand experience for consumers. There’s no time like the present to get started using digital signage in your retail store.
