A retailer can promote umbrellas when it’s raining outside or sunscreen when it’s sunny—being able to quickly tweak messages on the same template is an outstanding advantage of digital.
As much as online shopping once raised speculation about possibly dethroning the in-store experience, the physical store remains a staple. If anything, physical stores can now weave digital techniques into their strategy to enhance the customer experience and boost sales, alongside the “touch and feel” advantage they already possess.
It’s no longer too much hassle and cost for a small retail store to effectively implement digital signage, taking control of its communication and influencing purchase decisions. The full extent of why digital signage is a worthwhile consideration for retailers is worth looking into.
This one is fairly straightforward. Passers-by are easily attracted to screen content and more likely to enter a store as a result. Research indicates that more than anything else, this has to do with eye-catching movement and dynamism that leads to more foot traffic. A 33% increase in sales was also reported by around 80% of grocers who went digital as opposed to relying on print.
More mileage per screen
Most businesses are aware that printing can cost a pretty penny. In addition to offsetting this amount, digital also takes away the limitation of space, poster replacements, and the marketing capacity of printed collateral. In other words, once a screen is up, it’s up, and it comes with an unlimited capacity for changing messages.
Expanding basket size
In addition to shopfronts and in-store signage, having digital screens at the point of sale can be an immense enabler to profit, encouraging upselling and impulse purchases. Basket size can be increased by 8% on average, and on the whole 68% of consumers concur that digital signage influences their decision to buy. This is also a good way for stores to get interested customers enrolled in long-term loyalty programs, incentivising future purchases and solidifying the relationship.
Announcing promotions via digital screens can potentially lead to a sense of urgency as customers rush to purchase items while still on sale.
Unmatched speed of communication
Being able to respond to the availability of stock and customer demands is a retailer’s asset. Digital is well equipped to handle the immediacy of such circumstances, and messaging can be instantly tailored to make the most of any sales opportunity.
A retailer can promote umbrellas when it’s raining outside, or sunscreen when it’s sunny—being able to quickly tweak messages on the same template is an outstanding advantage of digital.
Promotions and product descriptions
Announcing promotions via digital screens can convey a range of essential details and potentially lead to a sense of urgency as customers rush to purchase items while still on sale. Because of the speed afforded by digital, these messages are highly adaptable to the real time situation in-store.
Better staff allocation
Digital screens also do a nifty job of conveying detailed product descriptions—keeping store staff free to focus on other tasks that may require more nuance and less repetition. Product comparisons on screen are another good way to give customers the bullet points on different feature sets.
Ambience and Information
Using digital screens to wish customers a merry Christmas or running a health and safety notice about the premises can set the tone of a store as a connected and considerate place of business. Digital allows incredible range in content and can be flexed in different ways to communicate a message—be it via videos, images, or ticker messages.
Digital allows incredible range in content and can be flexed in different ways to communicate a message—be it via videos, images or ticker messages.
Gone is the period of a possible tug of war between online and physical stores. Retailers of all sizes now have the opportunity to capitalise on the physical by applying the principles of digital, with the promising prospect of a more rounded customer experience and superior sales numbers.
Entertain is a plug and play digital player with a one-time cost, enabling businesses to run digital content easily, affordably, and instantly. Chat to us to learn more.