Retail Observer

RETAILOBSERVER.COM OCTOBER 2023 50 S creens are all around us. As consumers, we can't seem to get our faces out from in front of screens, no matter where we turn – whether it's the screen we carry around in a pocket or purse, or the larger screens in our living rooms and bedrooms, for better or worse, we're addicted to screens, or in all reality, the content that's fed to us on those digital displays. And it's why retailers really need to consider how they're using screens in and around their showrooms to attract, retain, and influence their customers. If you aren't already utilizing digital signage – or perhaps you are, but you're not sure if you're doing so effectively – here are some reasons you really need to develop (or re-tool) your digital signage strategy. DRIVE TRAFFIC INTO YOUR STORE Screens to a consumer are like bright lights to a swarm of flies. They draw us in and we can't look away. If your retail location is in a position where you see a fair amount of pedestrian traffic walking by your doors and front display windows, placing digital signage near the front is a proven way to draw customers in. In fact, data have shown that 80 percent of consumers admit to entering a store because a digital sign grabbed their interest. Motion, graphics, and flashy displays are always going to be more effective than a static setup. BRIDGE THE DIGITAL DIVIDE Omnichannel shopping is a buzzword you've heard quite often, but maybe you aren't quite sure what it looks like from an in-store standpoint. One way to help bring that online experience into your store is through digital signage. The vast majority of consumers today start their shopping journey online. They watch product videos, they do their research, and they come to your store armed with more information than ever before. But there's still room for additional education and potential purchase influence. Now you can bring those same tools – videos, demos, reviews, etc. – into your store through digital signage. Give the customers the content they're craving while they're actively shopping. Better yet, you know they're walking around with their phones in their hands, so get creative and throw some QR codes on your displays to drive them to products on your website or videos of your team using and reviewing product. You'll allow them to dive even deeper into the shopping experience with your business. BUILD BRAND EQUITY AND LOYALTY Social media are a major growing influence on the customer journey. In fact, 85 percent of Gen Z shoppers say that social media has had an impact on their decision to buy a product. The question then becomes, how can you leverage social media in your digital signage strategy to capture some of that influence? Aside from being a great way to repurpose your own social media content, digital signage is a perfect platform for showcasing your own customers in a highly visible manner throughout your store. Customers will see their neighbors highlighted – the people they trust. And that, in turn, will create an opportunity for you to build trust with the customer. In addition, you can challenge your customers to post on social while they're shopping in your store – perhaps with a promotion that creates in-the-moment engagement between your store and the customer. Seeing their content on a screen in near-real time provides quite a dopamine boost. BOOST INTERNAL COMMUNICATIONS AND MORALE There are also plenty of ways you can leverage digital signage in your store to benefit the people who see it every day: your employees. Share news and updates, celebrate milestones, create magical moments where employees can physically see themselves being recognized. It can go a long way toward building a strong company culture – all thanks to a quick callout on a screen in your store. FOUR MAJOR BENEFITS OF DIGITAL SIGNAGE IN YOUR RETAIL STORE Rob Stott is corporate communications manager for Nationwide Marketing Group. RO Rob Stott Digital Signage Trends

• Cover