We take a look at statistics from the digital world to gain an understanding of what is driving implementation.
Digital signage forms part of the multichannel marketing strategy, acting as a canvas for unlimited marketing content, campaigns and promotions. It bridges the gap between virtual and physical by offering a complete online product catalogue in-store, providing a seamless experience across multiple channels.
This percentage is significantly higher than TV, Internet and billboard advertising. Retailers are choosing digital signage due to its low cost and flexibility but the high impact is the key advantage.
Digital signage is essentially the ‘face’ of a store, it familiarises the target audience with the brand and ultimately makes the company more recognisable. With dynamic signs reinforcing brand messages through an immersive experience, retailers are eager to use signage to fully optimise communication with their customers.
It is evident that digital signage provides relevant content and drives customer engagement but the magnitude of its reach is what rivals other channels. Compared with Facebook and online video platforms, which reach less than 45%, retailers are using video signage to expose a larger audience to their marketing messages.
With 4k Ultra HD drastically improving the visuals on a video wall, retailers are increasingly turning to displays as a low-cost way of informing and entertaining customers. The realistic simulation and impact of video walls add to their effectiveness by engaging users with their environments.
Successful applications in various industries are giving retailers insight into how and where this format should be used.
Digital signage solves the problem of unpredictable waiting times and long queues in-store. Simply connecting with internal queue management systems offers a more efficient and professional treatment to the customer, optimising the waiting experience.
Vibrant and eye-catching digital menu displays have come reta long way from traditional, unresponsive, static food boards. Restaurants, mainly in the fast-food industry, can now automatically show the right offer, at the right price, at the right time, at the right place.
Beacon technology is driving digital signage with its capability to push personalised messages to customers’ smartphones. This fine-grained location service technology is used in conjunction with current smartphone apps, pushing promotions, offers or essential marketing messages straight into the hands of new or returning customers.
Digital signage gives customers the chance to compare products. Stores can embrace rather than fear the growing retail trend of ‘showrooming’, increasing their chance of keeping buyers in-location to make their purchase with content that creates experience and emotion.
Being forced to stand in long queues, search for products, verify prices and check merchandise availability frustrates customers. There is therefore a huge sales potential for companies to capture lost opportunities by making the shopping experience more efficient and satisfying. Digital Signage creates an immersive in-store experience, maximising cross-sells, upsells and impulse buys by quickly adapting and deploying content in real-time.
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Sources
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