Adapting Retail Digital Signage For Peak Seasons Within The ‘New Normal’
As we head into a hectic holiday season, retailers are facing unprecedented challenges. While an increasing number of consumers turn to e-commerce, bricks and mortar is still set to play an important part in holiday spending. With extended shopping hours, special appointments, click and collect and curbside pickup, peak season in-store shopping days will look a lot different this year. According to The National Retail Federation, the forecast for Christmas 2020 holiday retail spending is expected to be between $755.3 billion and $766.7 billion.
But with retailer re-opening amid ever-changing public health, guidance and local restrictions, the need to adapt in-store communications to the latest safety precautions, health guidelines and protocols becomes absolutely vital for customer care and employee support.
Traditionally, digital signage, interactive wayfinding systems and kiosks have been critical in informing and engaging people as they browse retail stores. Digital technology can take on new importance as customer service as re-opening retailers across the country work to implement public safety measures during this health crisis.
From small shops to large department stores one of the easiest ways to provide customers with up-to-date policies, special store hours, health guidelines, occupancy protocols and seasonal promotions is through strategically placed digital signage solutions that can be easily updated or automatically scheduled in advance. Therefore, retailers can avoid the unwanted costs that come from re-printing paper for every store.
Here are our 5 digital signage peak season communication ideas to keep holiday shoppers and employees extra-safe in retail stores…
1 Health Guidelines
Consistently communicating health guidelines daily will not only help to keep individuals safe but it will put shoppers and employees at ease knowing exactly what is expected from them. Communicating wearing face masks, using sanitization stations, social distance protocols and limited occupancy shows the business cares about the health and safety of their community.
Mobile signage solutions, some include integrated hand sanitizer stations, allow retailers to position their messages in high-traffic locations and then move them around the store as necessary. Using embedded display screens or a cost-effective compact media player that plugs directly into the back of any commercial screen, with minimal wiring will enable staff to create easily, manage and deploy digital content to any stores screen.
2 Special Store Opening Times
One of the benefits of using digital signage is it allows you to easily assign and schedule different content to different screens, giving you the flexibility of being able to deliver certain messages to individual stores at different times. For example, different branches may open at different times but offer special shopping times for individuals at high risk for contracting the virus, designating the first hour of the day for those vulnerable groups to safely shop in-store. By using a digital signage platform like SignStix you can schedule different messages to different locations in a click of a button.
3 Occupancy Protocols & Store Policies
With uncertainty lingering over how many customers businesses should allow inside, how many they should expect, and how those customers will behave, it’s crucial to have clear, accurate information at every business entrance to avoid confusion over store policies and manage expected behaviour of customers. For example, maximum capacity and policies may change for each store but using digital signage these updates can be quickly deployed to screens from one central place by a click of a button.
4 Using Contactless Scanning Technology
Contactless displays avoid touch but still manage to achieve interactivity through the use of QR codes. For example, a shopper wants to find the click and collect department but doesn’t want to touch an interactive display.
By scanning a QR code with their smartphone, an interactive map is replicated on their device and they can safely navigate routes and other information on their smartphone screen. By deploying these existing technologies, retailers can assure peace-of-mind for their customers, while automating the information process. Watch the QR code in action.
5 Lowering Perceived Wait Times
While some establishments already use digital signage for social distancing guidelines or mask requirements, even they may benefit from additional displays at entrances to lower customer perceived wait time. For example, screens can include queue times alongside new or instore stocked items and QR code technology could help customers make purchases on their smartphone without even having to enter the store.
While there is still much to learn about how Covid-19 will affect the busiest shopping seasons, one thing is certain: Every extra step retailers take now will truly show customers and employees that they care about everyone’s health and safety and that we are all working together to ensure a safe holiday season.
To find out more, don’t hesitate to contact us on +44 (0) 1135 313636
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