A Guest Post by Jian Hui Hoh
The retail industry has been facing new challenges constantly due to its rapidly changing nature. Emerging technologies are changing how consumers live and behave. In today’s digital era, consumers are more informed and digital-oriented.
The recent pandemic has also pushed many consumers to make their purchases online. While some retailers are having doubts about the sustainability of the physical retail business, I can confidently say that physical retail is not dying. In fact, to unleash the full potential of your retail business, you should start to blend both physical and digital experiences together.
While retailers can continue to offer online services, they need to understand that e-commerce is not going to replace offline retail completely. Offline retail still has its advantages. Consumers still prefer to see, feel, and test a product before they make a purchase decision. Online retail can never offer this level of user experience.
Digital transformation is a must for business growth. Retail store owners should start to use digital tools in their businesses. Digital signage is one of the business tools that every retailer should consider. It is an electronic display used to reach and engage your audience via digital content. In this article, we will look at the 5 types of digital signages that can be used by retail stores in improving customer experience.
1. Digital Window Display
When we are discussing the brick-and-mortar business, we should always start with the first point of contact. Store window display is the very first introduction to your brand. It needs to be interesting enough to attract the passer-bys’ attention. Your first goal is to invite walk-in traffic.
Traditionally, store owners will display some key products in the storefronts. They will also use some decorations, lights, posters, and banners. However, in today’s world, static displays are not able to attract attention anymore. Humans are visual creatures, and they are more attracted to dynamic motions.
Digital window display is a type of digital signage that is widely used in storefronts. The digital signage can display a wide range of digital media, such as videos, images, graphics, and animated texts. These digital contents are vibrant and dynamic. Besides, a digital window display has a brighter screen to maintain its screen readability even under a well-lit environment. All of these features turn a digital window display into an attention-grabbing display.
2. Wall-mounted Digital Signage
Driving foot traffic is just the beginning. Retailers must continue to make an effort in providing a good in-store experience. Wall-mounted digital signages are installed on the walls to provide information to in-store customers. They can be used to display product information, product demonstration, and promotional messages.
To increase customer interest in the products offered, retailers should relay messages that go beyond product features and benefits. Retailers can tell interesting brand stories using the wall-mounted digital signage. Show some testimonials and customer stories creatively.
Besides, retail businesses can improve their social media presence by utilizing the wall signage. Display some interesting social media posts and encourage in-store customers to share the content with their friends.
3. Floor-standing Digital Signage
Floor-standing digital signage is a digital display that is used to deliver messages at eye level. It is also known as a digital kiosk or digital standee. The digital signage serves almost the same purposes as the wall-mounted digital signage. Some floor-standing digital signages are equipped with wheels and can be moved around easily.
In addition, the floor-standing digital signage can come in various shapes and designs. Unlike a wall-mounted digital signage that can only display messages on one side, a floor-standing digital signage can be customized to have display screens on both the front and back side. Who doesn’t like the idea of double ad exposure?
4. Digital Shelf Display
Using a digital shelf display is an innovative example of how digital signage can be used to help customers to make purchase decisions. Traditionally, when customers are looking for products on the shelves, the only references they can access are the price tags and the product labels.
Product labels and price tags offer nothing but wordy information. They are static and boring. As a customer, do you think some tiny texts on the product labels are effective enough to help you in making a decision?
Retail businesses nowadays realize the importance of a shelf display. They understand that an interesting shelf display can draw attention, engage, and thus ultimately influence the customers.
A digital shelf display is installed on the shelves to display videos or images of product information, promotions, price information, and coupon codes. It is colorful, vibrant, and dynamic. The high-resolution display can also capture attention more effectively.
5. Interactive Digital Signage
One of the most effective types of digital signage is interactive digital signage. Interactive digital signage is equipped with a touch-screen feature that allows users to interact with it. In short, interactive digital signage turns a passive customer into an active user.
Instead of viewing the digital content passively, customers can interact with the digital signage with their fingers. Customers can now retrieve information according to their preferences by navigating the interactive interface. In the end, the customer experience is leveraged. It leaves a great impression. It also helps to establish a reliable relationship between the customer and the brand.
Besides, interactive digital signage can be a helpful virtual retail assistant. Imagine a customer is looking for a pair of trendy shoes in a fashion store. She approaches the interactive digital signage provided and starts to key in the search term. The screen shows a list of available products with information and descriptions. Anything can be retrieved conveniently via the digital signage before the customer approaches a retail assistant. It can help to smoothen the sales process.
Digital signage is a worthy investment for retail businesses due to the benefits it can offer. It is an engaging display that attracts attention. It delivers a memorable user experience that helps to enhance brand awareness. It is also a great alternative to other traditional signages because it helps to eliminate printing costs.
Digital signage is constantly evolving. It is the future that serious retailers need to consider and prepare for.
Jian Hui is a digital marketer and content writer at Big Screen Media. He loves to share insight and tips on LED displays and digital signages.