4 ways digital signage is transforming retail...
The retail market has changed dramatically in recent years. Nearly 70% of customers want to experience their shopping journey both in-store and online. The virtual and real worlds have collided. Digital signage is the window between these two worlds.
We present four different ways digital signage is impacting the retail industry.
Memorable experiences
Stores are enhancing the online shopping experience by providing customers with the ability to customize their purchases.
Clothing stores allow consumers to design their own wardrobe, furniture stores offer shoppers the ability to visualize how products might fit in their space, and customers can fully customize a pair of shoes right in the store.
Giving customers the ability to get their hands on technology builds a personal and lasting connection. A digital strategy to deliver memorable experiences is a fundamental way to create a winning in-store retail experience.
With touch screens, consumers search through their purchase history, their wish list. This allows them to browse product lines and interact with the entire offering with a simple touch.
Screen walls provide the "wow" factor that online shopping simply can't deliver. Other solutions, such as "Lift & Learn" technology, put the shopping experience in the hands of the shopper. This process uses screens that display specific content when the associated item is handled off the shelf. 66% of shoppers want a self-guided shopping journey. The right visual solution creates a unique and memorable customer experience while educating the purchase decision.
Showing without telling
Providing detailed data is an effective way to inform consumers, but too much information can overload the buying decision.
What shoppers need is not information, but guidance. Digital signage influences shoppers by not just telling them the benefits of a product, but showing them.
Solutions such as item kiosks offer shoppers video demonstrations of items to facilitate a real-world connection to how that product can fit into the customer's daily life.
Virtual sampling stations allow consumers to virtually try before they buy, giving them peace of mind before making a purchase. The majority of shoppers consult their smartphones when shopping in-store, but the right digital signage solutions result in a deeper level of exploration.
More than just a store
As consumers become more comfortable going back and forth between the store and the Internet, retailers need to rethink what consumers want from the physical space.
The idea of the retail space being more of a showroom than a store is not new. Some are beginning to view the store as an alternative form of media, rather than a place for transactions.
The opposition between online and in-store shopping is over. With 67% of shoppers wanting both to be part of their shopping journey, there is a strong trend for stores to transform into a brand experience.
Screens can show ads and images that reflect your brand, and transpose a brand's world into the physical space. Those who use screens in conjunction with solutions such as music, voice messaging and scent marketing are able to truly connect customers to their brand.
The ability to leave a lasting impression on shoppers is an important way to gain and maintain customer loyalty.
Visualize the team's success
All of the above examples focused on the customer's perspective, but digital signage can also have a major impact on employees. Effective digital signage is a great way to improve employee engagement and communication.
Some studies show that one of the main causes of employee attrition is lack of training and individual development. Visuals can be a useful tool for reinforcing training, keeping staff informed of ever-changing safety measures, motivating teams and highlighting achievements.
Good communication is the key to success, and with easily editable content, digital signage can help keep employees informed of training and development initiatives to improve retention and morale.
Seize the opportunity to increase brand trust and drive sales with digital signage technology that is sure to engage, inform and entertain your customers and staff. Exceed shoppers' expectations with eye-catching and visually stunning displays to keep them coming back.
Translated & adapted from: https: //www.retaildive.com/spons/4-ways-digital-signage-is-transforming-retail/619148/
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