Did you know that between 30 and 40 per cent of buying decisions are made in-store?

Despite the fact that in-store marketing tactics have been shown to influence buyer behaviour and increase revenue more than traditional marketing methods, many retail business owners overlook the opportunity to capitalize on them.

If you want to be more strategic in your approach, then this is your chance to learn about one of the most important forms of in-store marketing. Specifically, this article will go over the advantages of in-store digital signage, as well as how you can implement smart digital signage solutions that best suit your business.

But what is digital signage — you may ask — and what is it for? Let’s start with the basics.

Digital signs are flat-screen monitors of different sizes that display advertising material in a loop. They can use various technologies like LCD or LED and are usually installed in-store. In contrast to outdoor digital signage displays, which aim to attract customers and persuade them to make a purchase, in-store displays only focus on the latter aspect.

Additionally, some retailers opt for modern and interactive digital signage as it invites users to connect with a brand, while at the same time providing useful data on buyer behaviour.

Digital signage is now becoming an essential marketing tactic used by brick-and-mortar stores to gain a competitive edge in the ever-evolving retail field.

According to research, in-store marketing has a significant impact on shopper behaviour. One study that gathered a large amount of empirical evidence over the course of several years found that shoppers respond better to messages that address the task at hand (What do I need? What’s on sale? What’s new?) rather than traditional brand-building messages. Furthermore, the right message can increase sales by 5 to 25 per cent.

To name a few benefits, with smart digital signage solutions, you can:

• Increase brand recognition — Digital signage is more likely to reach customers than traditional marketing and even social media marketing. According to a 2010 study by Arbitron, more people see digital screens in public places than on social media.
• Grow your revenue — Digital signs can encourage impulse buying and repeat sales. You can also save money by avoiding less effective forms of advertising.
• Get to know your customers — By using audience measurement cameras and Artificial Intelligence, you can determine the buyer profile and generate dynamic content that is most relevant to their specific needs.
• Try new marketing tactics in real-time — The beauty of digital signage software is that it allows you to experiment with different visual content, colours, and messages to see what works best in various contexts.

As you might expect, how buyers respond to your message depends on factors such as the time of day or weekday. Consumers are more likely to browse and socialise on weekends and in the afternoons than during the rest of the week when they are more task-oriented. Instead of working with static signs that quickly become outdated, you can update your customers on new arrivals or promotions with the click of a button.

There are many ways to use digital signage, ranging from simple and effective tactics to out-of-the-box experiences that make your brand stand out.

1. Feature New Stock Arrivals

   This is the primary function of digital signage and has been shown to have a significant impact on sales, particularly for food and entertainment products.

2. Stay Relevant with Promotional or Seasonal Content

   Increase customer satisfaction by posting promotions related to current events:

   • Is a beloved festival approaching? Show your younger customers what items they should bring along with them at the event;
   • Showcase back-to-school supplies for customers looking for stationery products they can buy in bulk;
   • Make the most of EOFY sales (End of Fiscal Year) by creating irresistible deals.
3. Make Waiting Lines More Pleasant

   If your store has a waiting area, you can display a welcome message and keep customers informed of their position in a (virtual) queue. This is a surefire way to reduce perceived wait time and, as a result, increase customer satisfaction.

4. Respond to Health and Safety Warnings

   An ounce of prevention is worth a pound of cure. Use digital signage to quickly inform customers if there is severe weather or an emergency that requires evacuation.

5. Keep in Touch with Your Customers (Grow Your Email List)

   An effective way to grow your email list is to use interactive digital signage software to allow customers to sign up for special offers and news about your company.

6. Advertise Your Brand

   Depending on your budget, you can use some of the digital displays distributed in your venue to advertise the brand itself.

   Display powerful messages related to your company's story or mission to make your brand memorable. For example, you could show a short video about how you source the coffee beans for your signature latte. Alternatively, you could create educational materials about how you package your products with environmentally friendly materials.

   Keep in mind that most people only look at the monitor for a few seconds.

7. Cross-sell with Partner Companies

   If you collaborate with other businesses, you can reach a broader audience by promoting each other’s products through in-store digital displays.

8. Guide Customers Using Wayfinding Displays

   Have you ever felt lost in a hardware store, unsure where to look for an item or where to find an employee to ask a question? If you can relate, then you understand that aimless wandering is unlikely to result in impulse purchases.

   If you own a large store, make it easy for your busy customers to navigate by displaying a map with the main departments, checkout counters, and exits.

9. Provide an Interactive Game or a Quiz

   If you want to connect with your customers, what better way to do it than through a fun and interactive experience? For example, customers can take a short quiz to determine which in-stock product best suits their needs.

   For more inspiration, here is an example of outdoor digital signage in Australia that teaches passers-by how to Cha Cha, as a way to promote the “Dancing with the Stars” TV Show.

10. Make a Difference

    If your company wants to raise awareness about a particular issue, you can use digital signage to encourage customers to sign a petition, for example. They can also scan a QR code that takes them to your website, where you present a recent CSR policy you have implemented.

With so many options available, deciding what content to provide on digital displays requires thoughtful consideration. Storeplay's team is here to help you find the best way to engage with your customers through digital signage.

By working with thousands of retailers and learning from their feedback, we have developed a user-friendly, cloud-based digital signage system to captivate your visitors.

We invite you to get in touch with us to learn more about our smart digital signage solutions — we would be happy to provide you with a demo of our products.