Marketing doesn’t stop once the customer walks into the store. That’s when tools like digital signage take over the marketing tasks and add to what your other channels are already doing. Here are some ideas on how to use digital signage in your in-store marketing that will support your overall marketing plan.
By Bob Sanders, COO, Reflect
Your marketing plan already includes a mix of advertising: TV, online and social media, print, mobile and others. But it’s all about marketing to shoppers before they enter your store. What about in-store marketing?
Marketing doesn’t stop once the customer walks into the store. This is when tools like digital signage take over the marketing tasks and add to what your other channels are already doing, complementing the efforts of other channels. While this is not an exhaustive list, here are some ideas on how to use digital signage in your in-store marketing that will support your overall marketing plan.
Promote sales, product launches and announcements
One of the most obvious and effective ways to use digital signage is through in-store promotion. Use it to announce sales and specials, launch and promote products, and make announcements about upcoming sales and special events. Now that customers are accustomed to digital displays in retail, they expect to see content informing them of current promotions and when the next sale is.
Displays can also create or increase product awareness, which is especially useful in industries where the products are seasonal, such as fashion retail. Boost your sales by using signage to attract attention and offer promotional prices on products coming out of the season, such as the winter line which must make way for the spring line.
Digital signage also has the ability to help you retain your customers. Messages and content on a screen near the checkout can encourage shoppers to sign up and use your loyalty programs and download mobile shopping apps. Near the ledger is also a great place to play longer brand storytelling content. Not only does this engage the viewer, it also reduces perceived wait times and helps cement a positive customer experience.
Displays near popular products with a place for customers can encourage subscriptions to your newsletter, so customers can be notified of sales, specials, events and news. It also adds names and addresses to your database, giving you the ability to market to your customers at home and on their mobile devices.
Upsell or cross-sell
Do you have a more expensive alternative to a popular product available? Or complementary products that pair well with something the customer is already buying? Digital displays near product displays can up-sell and cross-sell by notifying customers of alternative or additional products. You will not only increase sales, but also improve the customer experience by showing customers more products that they will appreciate.
New or unfamiliar products, or those that are complex to use, sometimes need explanation. Give your customers a little help. If you are selling an item that could benefit from a tutorial, you can display an instructional video on a screen at the product display.
You can also view additional product information, as well as answers to frequently asked questions. Having this information readily available on the product display can make it easier for the customer to answer questions and decide to buy.
Build brand recognition and affinity
Today’s customers take the time to thoroughly research their purchases and want to know everything about a product. You can help satisfy their curiosity – while also creating a brand affinity – by showing digital clips about your brand identity and brand history. A brand’s storytelling is 22 times more memorable than a simple recitation of facts and figures.
Support your sales and customer support teams
Customer service is always a big differentiator between online and in-store shopping, and your digital displays can help improve that experience. Something as simple as directional signage and product directories help customers find what they are looking for in the store, improving their shopping experience. You can also provide additional customer support with screens that answer common questions or connect customers to a team member for assistance. The added benefit is that these screens are like having additional employees on your staff, freeing up your
members of the customer service team to handle more complex issues.
Digital signage is a valuable part not only of your in-store marketing strategy, but also of your overall marketing strategy. It will help you bridge the gap between your online and in-store presence, increase your sales, and meet your customer experience-driven marketing goals.