Digital screens displaying a variety of brand-related content are a common sight in stores of all kinds. They have proven to be a very efficient marketing tool, especially for building customer engagement, and have a great potential for increasing brand awareness when used strategically. Let’s investigate the topic further to learn how companies can use digital signage solutions to improve their relationship with customers.
How Does Digital Signage Boost Customer Engagement in Retail?
There are many benefits of using digital signs in retail, from presenting product information in more detail to saving on printing costs for paper-based advertising materials. With a large number of digital signage service providers available in the market, retailers can choose whatever solution fits their specific needs and budget. Whether this will be smaller screens serving as information kiosks or large, interactive displays, these solutions can enhance the customer experience and, in turn, increase sales.
Describing all the ways in which the technology can improve customer engagement rate would require a lengthy discussion, but we have listed some key benefits that retailers should keep in mind when considering implementing digital signage in their stores. Why is it worth the investment?
➢ It makes it easier to learn more about the brand.
Digital signage can be used to present upcoming products, promotions and discount offers, brand history, and even customer testimonials, all of which can help educate customers about the brand and its offerings. Additionally, interactive digital signage can provide a more engaging and personalized shopping experience, leading to increased customer engagement and loyalty.
➢ It creates more customer journey touchpoints.
The more opportunities there are to interact with a brand, the higher the chance the customers will engage with it. By providing interesting, relevant content on digital signage displays, businesses create a more immersive shopping experience. Letting customers explore different aspects of the company and products through various displays is a great way to keep their interest piqued.
➢ It allows for a more personalized experience.
The days of generic, one-size-fits-all advertising are gone, and rightfully so. Digital signage, especially interactive screens that allow customers to explore products and services in a way fitting their individual preferences, creates a more engaging experience. When customers feel catered to and cared for, they are more likely to spend additional time in the store and make a purchase.
➢ It has a wider reach.
People are naturally drawn to dynamic and visually pleasing content, so a digital screen displaying vibrant images or videos is more likely to catch the attention of a shopper than a traditional static sign. With more personalized and targeted messaging that digital signage solutions allow, conveying your brand’s message and encouraging a varied audience to interact with your store is easier than ever before.
➢ It helps to improve future engagement.
Digital signage can be used to gather data through interactive surveys and rating choices presented to customers in real-time. This feedback can then be used to make informed decisions about building further engagement strategies. Knowing what content resonates with your audience and what it fails to do is extremely valuable, and using digital signage to collect this data can enhance the effectiveness of your marketing efforts.
➢ It facilitates real-time interaction.
The content displayed on screens and interactive boards in stores can be updated instantly, often without a need to turn off the system. It can be creatively used to establish a sense of urgency and drive immediate action. A last-minute promotion, or a limited-time offer, can be easily announced through digital signs around the store, prompting customers to make a purchase before their chance to do so is over.
Digital Signage in Retail Stores: Connecting the Offline with the Online
Source: Elena Rabkina on Unsplash
An interesting aspect of digital signage solutions is that they can facilitate a connection between a brand’s storefront and online presence. Some examples could be interactive multimedia kiosks that allow customers to browse products online while in the store, or QR codes that direct customers to extra discount codes to present at the physical checkout.
Integrating the digital space with the physical retail environment creates a seamless, multidimensional experience for customers. In the era of omnichannel marketing, it is necessary for retailers to provide an online extension to their regular in-store experience in order to stay relevant.
Using Digital Signage to Boost Customer Engagement
While the specific products a store offers influence the type of digital signage that would be most effective, simply putting up eye-catching displays can help draw the attention of current and potential customers. Incorporating interactive elements, such as QR codes, surveys, or user-generated content, can further boost the customer engagement rate.
With its ability to provide real-time information, personalized content, and targeted promotions, digital signage provides an answer to the growing need for modern, customer-centric solutions.
