Kevin Kroeger, Spectrio Product Manager, and writing for Digital Signage Today, assesses the best digital signage for store environments. In the digital age, retailers must be savvy with their advertising techniques, as digital signage is becoming increasingly popular. This technology enables them to showcase their products and services in a dynamic and engaging way.
According to recent statistics, 80% of shoppers have entered a store because a digital sign caught their interest. However, because there’s no shortage of creative talent in the marketing and graphic design industries, retailers are constantly looking for innovative ways to incorporate unique digital signage in order to stand out from the crowd.
So, how can retailers use the best digital signage displays that will make the biggest splash and attract customers? Let’s explore some key factors retailers should consider when assessing the best digital signage for their store.
Purpose
The first step in assessing the best digital signage is to determine its purpose. Retailers need to be clear on what they want to achieve with their digital signage. For example, is it to showcase new products, promote sales, or provide information about the store? Further, you want to determine whether you’re looking to use digital signage to entice customers to come into your store or stay in your store for longer – or both. Knowing the purpose will help determine the type of content that should be displayed on the signage and the features required.
Location
The location of the digital signage is critical. It should be placed in an area that is easily visible to customers and where they can easily interact with it. Factors such as the size and layout of the store should be considered when deciding on the placement of the digital signage.
For example, showcasing product demonstrations or using high-quality images can be effective ways to engage customers. In short, if executed properly, interactive digital signage content has the potential to transform a passive customer into an engaged user.
Ease Of Use
The best digital signage is easy to use, both for retailers and customers. Retailers should consider the level of technical expertise required to operate the digital signage and whether it requires extensive training. Customers should be able to easily interact with the signage, such as through touch screens or QR codes.
Integration
Digital signage should integrate seamlessly with other retail technologies, such as point of sale systems, customer relationship management and product information management software. This integration will enable retailers to track customer behaviour and purchasing patterns, providing valuable insights into customer preferences.
Further, you can use data insights from your internal software systems, including POS, CRM, Inventory and ERP to integrate with your digital signage. You can then consolidate this data from multiple internal systems into a single KPI dashboard screen to generate tailored data according to the department and location.
For instance, a restaurant can merge its inventory system with its digital menu boards to ensure that only available items are being advertised for ordering.
This article appears in Digital Signage Today.
