So you own a retail store and you want to know how you can creatively use retail digital signage, eh? I get it.
Perhaps you want to use digital displays to make more money.
Perhaps you want to use an advertising network to attract more customers.
Perhaps you want to use screens to track your customers and what they like while making more money and attracting more customers. (Best option, right?)
With so many options, it can be hard to decide what do to, let alone how to do it.
But here’s the good news…
It doesn’t have to be hard.
As a matter of fact, it really isn’t difficult at all.
Not if you have a super-informative blog post like this one to show you various ways to use digital signage in retail.
Joking aside… this post really is super-informative.
So do you want to know what those super-informative ways to use digital signage are?
Have a seat, grab a pen, and take notes as you gander at 5 different ways you can use digital signage in retail to increase sales, attract customers, and track customer data.
1) Create A Contest
Everybody loves a good contest.
Don’t tell anyone, but when I was seven I won a box of Crayola crayons by coloring the best picture in a Halloween contest.
I’ve been hooked on winning ever since. And I’m not alone. Most people out there have a very strong desire to win.
Armed with this information, some retail stores use digital signage campaigns to rev up contests that encourage contestants to enter photos of themselves using a particular product.
The winner of the photo contest, well, wins.
Sometimes they win free merchandise, sometimes they win a gift card, or just gets public recognition and bragging rights with their friends. What your customers win, however, is completely up to you.
All of the entry photos are usually posted somewhere on social media (and as you’ll see in my next example, is a very powerful way to win friends and influence people), which can significantly increase your businesses brand.
Not only does the contest encourage customers to play along and become engaged, it entices others to visit the retail location to see what all of the hype is about.
2) Implement Social Media
In case you haven’t noticed, the business world relies heavily on social media. Today if you don’t have a website or a Facebook Business Page, your business may not be taken seriously. You won’t be considered professional, and could lose potential customers as a result.
When retailers create a digital signage campaign that includes live social media feeds, they can get more users involved. It’s free advertising for their business, too. If a customer tweets something about their positive experience, their followers and their followers followers’ will know.
Depending on your provider, you can bring up feeds from Instagram or Twitter and let them roll on your screen.
Why do people love this?
Because there is a certain thrill when they can create a Tweet and see it come up on a big screen before them. Especially when it’s a selfie.
Selfies are a big deal in social media. They’re everywhere. And the Superdrug Beauty Studio in Wales gets that.
Throughout the store, their commercial screens share information about various products. Some of the signs are actually interactive mirrors that let customers play with different hair colors or other hair accessories virtually.
Yes, the digital signs help increase sales because customers can “try a color on” before they buy, but they also let customers tell the world about their new purchase. And just in case patrons don’t have their smartphone handy, the store provides iPads so store fans can send their selfie to their favorite social media account.
The Superdrug #TreatYourSelfie digital campaign not only got customers to act as their models, they encouraged new customers to walk through the doors to get involved, too.
New customers means more sales.
More sales means more selfies.
And in a world where 1 million selfies are taken a day, those stats makes for a good day at the Superdrug Beauty Studio.
3) Be Interactive
Interactive digital signage campaigns are some of my favorite. They really take the word interactive to a whole new level.
Take the Kinect for Windows digital display, for example. This screen starts as a full-length mirror. When customers step in front of it, they’re outerwear changes without them ever taking off a thing.
Thanks to the Kinect display, customers have the ability to virtually dress themselves without stepping into an actual dressing room.
By using simple hand motions, the customer can choose various articles of clothing from a menu and watch as it magically appears on their person.
While this innovation is still a prototype, it’s not the first of its kind.
At Nordstrom in Chicago, a touchscreen dubbed the ‘Digital Denim Doctor’ allows buyers to enter their body shape, type of preferred fabric, and other key points to create an algorithm that displays a 360-degree view of how the jeans will look on the user’s body.
The best part?
Users love it.
Because they love it, they’ll tell their friends about the super-cool digital mirror that put pants on them without hands ever touching them. Their friends will come in droves to check it out.
The more customers that fill the store, the more sales that fill the register.
It’s a win-win.
4) Use Video
By now you can see that some of the most powerful digital signage campaigns come in the form of video. That’s not to say you can’t use still photos, you can.
But video is where the party is.
In a 2013 marketing study released by ReelSEO, the company determined that 93% of marketers use video in their campaigns.
Based on that study, it’s evident that 7% of marketers are behind the eight ball. You don’t want to be that 7%, especially when big time retail stores like Nordstrom are pulling out all the stops with virtual digital signage campaigns.
If you are part of the 7%, then this is probably the point where you pick up your pencil and take notes, because a powerful video campaign can be the difference between big profit and loss.
So what’s the story with video?
You know what the story with video is?
When consumers buy, they buy for one of two reasons: They need to avoid pain or they need to gain pleasure.
Both of these states are emotional and can trigger thoughts or feelings that, in turn, elicit a reaction.
If your video is compelling, that reaction is to buy.
Remember that video solves a problem, too. In a world where two-minute videos are all our attention spans can handle, you’ve got to solve someone’s problem in two minutes or less or they’re out the door.
So the story here is that you need to hit them hard with emotion and do it fast, or they’ll ease on down the road to buy from someone else.
5) Harness Customer Data
Justifying the funds to purchase the software and hardware needed for a digital sign is one of the primary factors that keeps some retailers from moving into the Digital Age.
If a business is going to spend several thousands of dollars on a digital sign, they need to know how quickly it can convert a sale. What’s more, they want to know if it can be useful in any way other than showcasing sale items or implementing interactivity.
There has to be something else to digital displays, right?
Yes. And there is.
That something else is having the ability to harness customer data via the signs. Retailers want to know:
- Who is following them on Twitter?
- Which #hashtags are trending?
- Who just placed an order using the in-store signage?
Per an article published at AVNetwork.com, TJ DiQuollo, a California-based creative who has done several projects in the retail industry said, “Data is huge. That’s the next gold rush. Everybody wants to capture as much data about their customers as possible.”
This can be accomplished by integrating software that prompts customers to enter their data. Some software uses cameras to capture data and see who’s buying what and how often.
“Figuring out where people go, how long they dwell—that’s very relevant information we help them capture,” DiQuollo said. “[you need to] identify and capture the data, through sensors and cameras, of who’s walking in, who’s walking out, if people are congregating toward this area of the store. That’s valuable for product placement, and to figure out what’s the best flow.”
Word on the street is that digital signage is the new platform in retail.
Thanks to ever-evolving smartphones, buying digitally is an expectation that can’t be denied. To get more customers into brick and mortar stores, retailers have got to bring in the very element we use from our couches every day – the ability to purchase digitally.
The right digital signage campaign can track customer data, entice buyers with powerful interactive media, and attract more customers through the doors.
Remember that ReelSEO reminded us in 2013 that 93% of marketers used video in their campaigns.
That same company said in 2015 that 73% of customers are more likely to buy after watching a video.
If those statistics don’t give you what you need to move into the land of digital signage, I hope this super-informative blog post does.
How do you use digital signage in retail? Has it increased your customer base?