RETAIL EXPERIENCE AND POS DIGITAL SIGNAGE: BEST PRACTICE
The standardised touchpoints for retail customers have been adapted by many of our customers and not only increase customer satisfaction but also generate more sales. Customers appreciate modern and effective digital visual communication and the new possibilities for customer experience.
Digitalised communication allows you to change your in-store advertising and marketing with a single click, saving money and time on expensive and environmentally harmful analogue paper and plastic materials.
In addition, a modern digital screen experience concept enables real-time communication with your customers, which can be controlled centrally or from the store as desired.
THE MOST IMPORTANT DIGITAL SIGNAGE TOUCHPOINTS IN RETAIL ENVIRONMENTS
The market for digital visual communication in retail continues to grow and has become standardised. Here are the most important recommended digital screen touchpoints in the retail sector based on our own experiences over the past year.
1. Store Window
The shop window is the first and most important visual marketing touchpoint for customers who are searching for a first impression. Transform your “real estate” into a media-effective eye-catcher with a digital signage system featuring offers and brand communication that attract customers into your store. Even better, package your communication in local, real-time content that is always up to date.
2. Welcome & Farewell
When your customer enters or leaves the Point of Sale (POS), it is the perfect opportunity to present content that you want to communicate efficiently and quickly.
In addition to the classic greeting, this could be a product finder, store map or signpost, or a product or promotion announcement.
3. In-Store Hero
When your customers walk through your shop and are ‘immersed’ in your brand world – this is known as immersion.
This is the right time to convey your brand values, brand benefits and brand spirit. Digital signage systems can be used here to showcase specific products in a targeted and intelligent way.
Ideally, you should inspire your customers during this phase by encouraging cross-selling of your own products and those of your partners.
4. Product Presentation
Touchpoints that present product details and facts can encourage customers to explore your product range.
If you are thinking about integrating your social media and e-commerce strategy into your retail store, this would be an opportunity to build a ‘1-to-1’ relationship with your customers through feedback and reviews.
5. Cash Desk & Changing Area
Once your customers have made their purchase decision(s), this is the ideal situation to draw attention to your customer loyalty measures and social media activities.
If you have specific requirements for CSR (corporate social responsibility) communication, this is the right place to convey this message in a positive light.
And if you have vacancies to fill, this is the opportunity to present them with a call to action.
Vorteile: Digital Signage bzw. digitale Bildschirmkommunikation.
Flexibility & time savings
Print communication requires extensive preparation, time for creation, production and distribution every time there is a change. Digital communication also makes it possible to react spontaneously and immediately to changing circumstances.
Generating attention
The ability to animate content allows you to draw the target group’s attention to the marketing message in an engaging way, which is not possible with a static print motif.
Communication frequency
While a print motif is limited to a single message, digital communication can convey multiple messages simultaneously. This means that, especially in situations where people are waiting, such as at a checkout, much more information can be conveyed.
Waste reduction
Printed motifs have to be replaced time and time again, generating waste with every change. With digital signage, however, changing motifs is 100% waste-free.
Tracking & KPIs
To ensure that you are using the right technology and the right concept, we have tools that allow you to see exactly how many customers are in your store. This way, a digital signage system can be continuously optimised and tailored to the actual conditions in the store.
We can tell you the age and gender of your customers and determine whether and how long the content is viewed. All in all, we can work with your marketing, advertising, IT, facility management and sales teams to continuously improve the metrics you define, optimising the concept and sustainability of the system for your needs.
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