Studio 42 Workspaces • September 11, 2019
In today’s fast-paced marketplace, it can be quite difficult for retailers to attract customers whose eyes are fixed on their smartphones.
Technology has influenced many segments of our lives, including the way we shop. More and more people find it more convenient to shop online from the comfort of their home, which makes it even harder for retail stores to stay relevant.
Online marketers are keeping up without a problem, using the newest technologies and trends to serve targeted ads to customers. But what can retailers do to differentiate the experience in physical stores from e-commerce?
The solution is using digital signage in the window space.
What is Digital Signage?
Those that have a general idea of what digital signage is, think of it only as a large LCD screen where ads are shown. But digital signage is much more than that.
Digital signage is a term that refers to screens and signs that can be used all over the store to display digital videos, ads, images, text or any other type of content.
Unlike standard printed signage, digital signage can be interactive, which makes it a perfect tool for improving customer engagement. All signs in the store are programmed and changed from one location, which ensures they’re always up-to-date, accurate, and eye-catching.
By using digital signage in your window space, you get an opportunity to reach customers even before they get inside your store.
But it’s not enough to just place the display in the window, you need to consider a number of factors such as making sure the display is visible to customers. One great advantage of these digital displays is that they’re often perfectly visible, even under direct sunlight.
Another important upside is their flexibility and versatility. Digital signage displays give you the choice of various positioning solutions (they can be mounted or hanged, for example), which makes them perfect for shop windows of any shape or size.
But probably the biggest benefit of using digital signage in the store’s window space is movement. Being digital, business owners can set displays to change and move in real time. Moving displays are very likely to attract the attention of passersby and shoppers, setting your business aside from others with static signage and drawing new customers inside the store.
Once you have digital signage in your store window, you can use it to reflect any novelties, promotions, discounts, or sales happening inside the store at that moment in time.
But that’s not all. Here are a few more examples of how you can use digital displays to draw in customers, improve the in-store experience, and increase sales.
Share Product Info
Using digital signage to display product info allows your staff to focus on encouraging sales instead of answering the same customer questions time and time again.
Interactive displays also give you an opportunity to engage customers and provide the info they are looking for. In addition, you can use the displays to offer product comparisons, thus encouraging customers to make the final purchase.
You can adjust your digital displays to promote ad-ons and offer recommendations. This means that digital signage allows you to cross-sell and upsell without having to increase the number of staff.
Tell Your Brand Story
Printed signage is limited by space, whereas with digital signage you don’t have that problem. This allows you to tell a compelling brand story in a whole new way.
Today, some of the most successful retailers are better known for their brand rather than their products. Your story is what will attract customers and keep them coming back.
Digital signage gives you enough space to tell that story inside your store through the use of cutting edge visual technology that appeals to customers.
Benefit from Digital Marketing
Online stores put lots of effort into digital marketing and for a good reason.
Now, with digital signage, your brick-and-mortar store can also benefit from those efforts. Use it to showcase social proof (testimonials from happy customers, positive reviews, etc.), and to recycle quality online content to be viewed in-store.
In today’s digital world, the retail industry has been looking for ways to create a distinguishable in-store experience and connect with customers.
One of the most successful ways to incorporate the digital experience into physical stores is through digital signage.
Digital signage solutions come with a number of benefits. Besides being cost-efficient, they’re also engaging and informative. Digital signage can help to strengthen your brand image and help your employees to be more productive. All this leads to the overall benefit which can hardly be overlooked – the increase in your revenues.
About the Author
Aaron Papandroulakis spent his early years growing up in his parent’s restaurant, the Rex Cafe in Bunbury. He left school at 15 to work in the family restaurant and learn life-lasting business skills from his father and grandfather. After a digital sign Aaron ordered from China was damaged beyond repair, he decided to fix it himself. After his success, he built a second sign from scratch and operated them in tandem from the roof of his business on Rottnest Island. After receiving multiple enquiries about building them for other businesses, iCatcher was born. Aaron and his staff have been involved in extensive study, training and research of LED products and have developed a range of patented signs, score and message boards.