This interactive, multifunctional form of communication, in addition to being an extended arm of sales efforts and thus contributing to generation of additional sales, can also meet different customer needs.
Regardless of whether we are talking about small retail shops, hypermarkets or shopping malls, one thing is certain – strategically placed displays can be an irreplaceable channel of communication between the seller and the buyer.
This interactive, multifunctional form of communication, in addition to being an extended arm of sales efforts and thus contributing to generation of additional sales, can also meet different customer needs.
For smaller retail shops, digital displays are primarily a way to make income by renting out advertising space. Since they can be placed on exclusive and visible locations, it makes them an attractive choice for a large number of companies. The store itself can utilize them to promote different sales or provide other useful information to passers-by about events in the city, road constructions and traffic jams. Such usage of adverting space helps creating a stimulating sale environment by attracting attention.
In large department stores, displays have additional functions. Besides being intended for suppliers who want to promote in order to stand out from the rich supply, they are placed at specific departments such as deli or technology to provide updates about particular products or current promotions. Additionally, they can serve for placing information whose value consumers can easily recognize and follow them in buying exactly what fits stores’ current sales plan.
Some studies conducted in the Netherlands say that over 90% of customers have no idea what they want to buy before they go shopping. The recipes on the displays serve to offer groceries and facilitate decisions for making a family lunch. All based on the available offer in a specific segment.
In addition to apparent sales capacity, digital displays are placed next to the cash registers to entertain customers while waiting in line. Although not aimed to increase sales, they have another important function here. Some studies have shown that this way perception of waiting time is reduces by as much as 35%. Therefore, customers leave shops feeling more satisfied, looking forward to their next visit.
The most interesting use of digital signage is digital dressing rooms. Visually they look the same, one seemingly ordinary mirror but with an extra twist. At the same time mirrors are digital displays with ability to present certain content. For example, when you are in the pursuit of a perfect pair of jeans, you are bound to try out a couple of them you believe are suitable. The cabin may not be just the place to see how it fits you. Display can recognize the bar code or tag on a label using Bluetooth or RFID technology and recommend compatible products, e.g. the appropriate shirt.Before you try something out, it can give an idea of how an item of clothes will look on you thus helping you make a decision even before you start sometimes tedious wardrobe picking process. The shop gets the opportunity to promote more products to every particular customer while using that time to amuse them. On the other hand, customers get the opportunity to see more of the available products, save time in search and finish shopping the item of desire faster.
Above all, this is an excellent marketing trick, as the new technology always attracts people. Because of it, person will spend more time inside the retail store, potentially make more purchases, be satisfied with the whole experience and will gladly return.
This functionality can be upgraded so that the screen becomes fully interactive. The customer can try different combinations or even communicate with the seller by it. After choosing a model and a size on the screen, the information is sent to the seller’s tablet or similar devise so that shop assistant can then bring the items into the cabin. This opens the possibility for the buyer to try and buy more items, while the whole process is accelerated and simplified. In addition, it may provide information on the availability of the model and the requested size at another location with possibility to make a reservation, if it is not available at the current location.
One-on-one communication is not all these digital displays can facilitate. When cabins are open, they are used as a classic advertising channel.
This is also one of the most fascinating uses of digital signage in retail.
The main goal of the screen is to promote, achieve additional sales and instigate customers to spend as much time in the store as possible.