How Retailers Can Use Digital Signage to Increase Sales
August 03, 2017
From upselling to advertising, here are a few retail digital signage benefits, plus some ideas on how to creatively use signage to increase your bottom line.
One of the primary goals of any business investing in digital signage is to increase revenue. Industries like food and retail are the kingpins in turning digital displays into dollars. In the modern climate of virtual interactivity, increasing sales is so much more than simply advertising your product to people. It's about creating a connection, which inspires individuals to bond with your brand prior to purchasing. The following are a few digital signage retail benefits, plus some ideas on how to creatively use signage to increase your bottom line.
Advertising is the understandable avenue to take when it comes to Visual Communications. Retail digital signage can put your digital campaigns in front of people while they shop—keeping your promotions at the front of your shoppers’ minds. Additionally, you can offer your partners in-store advertising opportunities to improve sell-through on their featured products as well as maximize the use of cooperative marketing budgets.
Interactive smart displays allow customers to scan product identity codes (SKUs) to check inventory themselves or learn more about specific products. Not only does this save time for the consumer, it frees up your staff to actively upsell to customers.
Digital signage software can be designed to make suggestions based off of the item scanned. This, in turn, converts your retail signage into a digital salesperson. And this level of engagement can be taken a step further by displaying QR codes to unlock special savings and deals. This type of interaction brings more personalization into the shopping experience and is a creative way to use your signage to promote ongoing customer engagement. Not to mention, it’s a great way to improve the overall customer experience.
Perhaps the most crucial task of increasing a retailer's revenue is their staff's ability to upsell. In the digital environment we live in, however, this no longer has to be a person. Technology can upsell just as effectively—and more efficiently. Your signs can act as a form of direct sales by educating customers about inventory and similar items, different sizes and other options.
Digital signage in retail can take the upsell a step further by suggesting and grouping products together to meet current offers. Digital displays master the upsell in retail and that's why they continue to be implemented in retail locations all over the nation.
Retail digital signage can also upsell by physically directing shoppers to higher priced items through wayfinding and navigation. Digital displays can also be used to direct people away from the sale rack and to the areas you may want them to shop in the most.
If your brand is already well defined, then retail digital signage can take it to the next level. The capacity for performance goes much deeper than a product. Robust digital marketing calls for brand reinforcement. People want to get personal and when they like your brand, they want to see things that reinforce their reasons to support you. This can be done by continuing the story of your company culture across various digital platforms.
Customers connect to a company’s culture faster than they do a product and Visual Communications is the easiest way to engage them. It's not hard to create a story that inspires if you are genuine and honest in your approach. Retailers are boosting sales by continuing their message through brand-centered digital signage campaigns.
Digital signage retail benefits extend beyond the screen. They can also be a means of collecting important customer data. This information can then be used to create targeted digital campaigns that will proactively boost sales. Understanding customer analytics is how major brands are creating massively successful marketing campaigns with ease, and is a technique that should not be overlooked by other retailers (no matter their size).
Retailers no longer have to chase people down with questionnaires. They can simply study the data collected by their interactive Visual Communications solutions to determine the most popular content.
Advertising used to be the only avenue that retailers figured they could use digital displays for, but with interactivity and advances in technology, all of that has changed. It's a new game, and now the question to retailers becomes more of "why don't you have digital displays?" rather than "why do you?"
Retail digital signage can not only be used to disseminate information to consumers, it can be used as a virtual salesperson to upsell and engage a customer. It can also be deployed to continue your brand message across multiple channels—allowing people to recognize your company even after leaving the store. Lastly, it's being utilized to study the customers themselves and the behaviors that can be indicative to purchasing.
Increasing sales in any market can be a difficult task, but employing digital signage the right way in a retail environment is a step in the right direction.