In recent years, e-commerce has dominated the retail sector, but brick-and-mortar stores are making a comeback. This shift has led some retail professionals to reinvest in the in-store experience, aiming to fuse digital convenience and immersive in-store experiences.
To engage with customers in-store, retailers are deploying various digital solutions, including digital signage, self-serve kiosks, inventory checkpoints, and more. These technologies serve multiple purposes, from delivering impactful marketing messages and brand updates to providing personalized content and streamlining the shopping experience – ultimately boosting sales and customer satisfaction.
However, there are a number of common missteps that retailers make when incorporating digital signage into the brick-and-mortar environment.
Common Challenges Retailers Face in Their Digital Signage Strategy
First and foremost, many retailers rely on static imagery, which lessens the impact. Customers are exposed to rich multimedia experiences day-to-day and expect nothing less in-store. Screen content that incorporates dynamic media, such as videos, will grab more attention and deliver messages more effectively.
Just as static messages are easily ignored, so are single messages. The rule of seven applies here: It takes seven exposures to make an impression on a customer. However, delivering multiple exposures with a single digital screen is challenging, as customers are unlikely to see the same screen multiple times.
Even in environments where multiple screens are used, retailers may struggle to create interactive messages that are timely and relevant for their audience.
Lastly, retailers often find it challenging to think creatively about display content while focusing on store operations.
Strategies for Overcoming These Challenges and Maximizing Tech Investments
Creating an effective digital display strategy involves defining screen purposes, locations, types, and numbers and crafting and scheduling engaging content to connect with customers.
Here are six best practices to consider:
Determine the Primary Purpose of Each Piece of Signage
Retailers may have multiple goals for in-store digital signage, including upselling, simplifying navigation, attracting passers-by, and promoting time-sensitive special offers. Digital signage can also reduce costs and help retailers go greener by replacing traditional paper-based marketing materials.
Determine the Best Location
Strategically locating digital signage in high-traffic areas can help customers quickly find information and seek additional product and inventory information. Potential locations include entrances and exits, point-of-sale areas, waiting areas, product displays, and facing windows.
Many outlets have areas of higher footfall than at the register. To deliver targeted communications to these areas, it’s important to invest in software that can display personalized messages across a single store, such as loyalty offers at the checkout, back-to-school promotions in the kids’ department, and the latest team apparel in the sporting goods section.
Choose the Number of Screens
There isn’t a fixed rule for deciding how many screens to have in each location, and the optimal number of screens will be dependent on the layout and size of a store location. For example, a large department store will have much more addressable space than a smaller boutique. Retailers should look to deploy enough screens so that their messages are seen by customers, without overwhelming the retail space.
Select the Right Screens
Retailers must consider display size, aspect ratio, and placement. For instance, touchscreens should be accessible by customers, while larger displays are suitable for long-distance viewing. The aspect ratio affects how content is shown; 16:9 is versatile, but ultra-wide displays support more unique layouts.
Moreover, monitors should have high-resolution, vibrant displays to make messages more memorable.
When choosing a touch panel, retailers have several options, each with pros and cons:
- Resistive touch (cost-effective, suitable for single-touch interactions).
- Infrared touch (sensitive to touch but performs poorly in sunlight).
- Optical imaging touch (excellent touch accuracy for large displays).
- Projected capacitive touch (like smartphones, but limited to compact devices)
Create and Schedule Compelling Content
Retail professionals can quickly make an impact by following these steps:
- Understand their target audience: Including interests, behaviors, and demographics.
- Content calendar: A detailed content calendar specifying date, time, and duration ensures smooth flow of information.
- Dynamic scheduling: Customized messages for different times. A store might display new arrivals early in the week and switch to promotions during busy periods or promote offers based on current conditions (e.g. an umbrella when it’s raining).
- Incorporate data feeds: (e.g., live social media feeds, influencer content).
- Diversify content: Include a variety of formats, such as infographics and videos.
- Implement triggers: Allows retailers to automatically display content based on preset conditions, for example, a promotional video when foot traffic reaches a certain level.
Monitor and Optimize
An effective content strategy doesn’t stop at implementation; it requires ongoing monitoring and optimization. Analytics tools can track performance metrics, including viewer engagement, conversion rates, and more.
Digital Signage: A Powerful Enabler of Immersive Experiences
Digital signage is a powerful addition to brick-and-mortar environments, enabling in-store experiences to keep pace with e-commerce counterparts. By embracing the aforementioned best practices, retailers can immediately uplevel customer experience.
The author, James Robins, is the Chief Marketing Officer at Yodeck.