In this era, the world is filled with digital advances. More technologies are adapted at home, at work, and at play. With the proliferation of digital media, customers are beginning to expect the same experience even when and where they shop. Everyone intends to enjoy the time spent in shops, exploring a place where they can relax and unwind. This is a venue where multiple levels of visual, auditory, emotional, and intellectual aspects are engaged, bringing a delightful experience to them. Now, retailers have an option to create an extraordinary customer shopping experience to gain loyal customers.
There is an emerging world of digital signage that serves as a dynamic messaging technology, making it an effective communication strategy. Retailers have turned into a digital tool where products and services are conveyed to the consumers to drive more sales and increase patronage. The information communicated with strategically placed screens in the store is a viable advertising method. When retailers have the capability to deliver the message visually and audibly, they would be inviting potential customers right at the point of purchase. Through digital media, the face of retail businesses has changed customers in terms of achieving solid decision-making before purchase.
People naturally love to buy things. Apparently, most of the people do not prefer dealing with salespeople. Even when customers are asked if they need help, the only answer would be, “No, thank you.” They wouldn’t want the perceived feeling of being pressured by a salesperson. Information is what customers expect from the store — information such as the product features and benefits. These information help consumers in their decision-making process.
In-store signages give more power and flexibility to the retailer’s campaigns. Digital campaigns can be localized and customized. It provides limitless opportunities to communicate with different target markets, at different times of the day, or days of the week. And because customers are so used with digital media, it catches their attention, making it an effective way to communicate with them.
The digital technology within the retail setting is an opportunity to educate consumers on the products and services, displaying its brand, features, benefits, promotion, and other relevant information. It is important to maximize the power of digital signage by having a timely and targeted message for the customers. Sensible communication to customers requires the latest and up-to-date messages they desire to convey. This would cause excitement to the target audience at the right time, causing increased traffic in the store. Generating sales by building traffic within the store is a basic marketing strategy.
Digital signage is an advanced approach to ensure important messages are delivered to consumers. Though it is as dynamic as other media like TV the Internet, an in-store digital signage could provide better recall rates and lead to impulse purchases at a particular time.
More importantly, retailers should design content that is dynamic and substantial. A static or repetitive visual and audio may just cause boredom or interruption to the shoppers. It is advisable to integrate technologies into a logical and consumer-friendly flow in the store when communicating with customers. Diverting the shopper’s attention through signage would result negatively, with them feeling disrespected and even annoyed. Definitely, shoppers would not appreciate being bombarded with messaging. In this instance, the customers would not appreciate the message to be conveyed.
Retailers must consider that consumers are much more technology-savvy nowadays and are becoming accustomed to digital communication. They now have higher expectations, particularly on matters where money is involved. Thus, digital communication displays must be informative and entertaining. It is through digital signage with high-quality content that creates enhanced customer shopping experience and educated buying decision.