We hope you had a very Happy Thanksgiving! With the holiday shopping season now in full swing, many of us may have mixed feelings of holiday cheer and the stress of a very hefty to-do list.
As we discussed in our recent post on Considerations for Digital Signage Integrations in Retail, during this time of year, retailers must amplify their communication efforts to accommodate the influx of customers and enhance their shopping experience.
There are many considerations when it comes to deciding upon digital signage for a retail location as it serves many purposes. Yet, the one thing it should always accomplish is to make the lives of both the retailer and the shopper easier.
Here’s how retailers can use digital signage to enhance the customer experience during the most wonderful time of the year. You may have already enjoyed some of these benefits during your Black Friday shopping excursions.
How to Enhance Customers’ Shopping Experience with Digital Signage
Retailers can utilize kiosks to meet the needs of the added number of customers shopping during the holiday season. Offering in-store kiosks allows customers to search inventory online or at a nearby location for out of stock items. These kiosks can be made even more interactive by offering functions, such as customer service support and the ability to pay a store-specific credit card bill. Further, by offering free standard shipping for orders placed at these kiosks, retailers can negate lost sales due to sold-out items.
New large-scale displays are changing the retail landscape. Customers no longer have to simply wonder how something will look on them. 84″ displays now allow folks to check out clothing on life-size models who appear nearly 3D on 4K screens. Prior to these large screens, you would have to utilize four 42″ screens to attempt to achieve this experience, though it was certainly not as successful due to the division created by bezels.
When used in windows, these large screens allow retail stores to forgo the lengthy process of changing window displays. Additionally, content can quickly be updated with new sales or models’ attire can be tailored to the current weather conditions.
The Best Gifts
Inside the store, digital signage is most often pumped up for the holidays, with displays featuring videos and stills suggesting some of the very best holiday gifts. While signage here helps consumers come up with gift ideas, informs them of sales and promotions, and directs them throughout the store, this signage can also benefit the retailer. For example, large retailers with high traffic can look to display sponsors to combat some digital signage maintenance costs.
Attractive outdoor signage can guide shoppers to your store and advertise sales. However, with many retail brick-and-mortar stores’ inclusion in outdoor shopping malls and outdoor storefronts, special considerations must be made for this signage. Still, retailers need not be hesitant of implementation costs. For, it is these same considerations that will reduce costs in the long-term.
For outdoor digital signs, retailers should look for 100% sealed displays, engineered to endure extreme elements in all seasons. With built-in thermal management systems, display components can be kept safely warmed in severe cold and properly cooled in severe heat, reducing electricity costs. Retailers should look for displays with an IP68 rating – this signifies its protection against dirt, ice formation, and temporary submersion in water, as well as its ability to operate in extreme temperatures from -40°F to 140°F. Shatterproof, impact-resistant glass is also a must for outdoor displays, especially in unattended public places.
The main appeal for retailers in regards to selecting digital signage will be the reduction in operational costs. While static signage needs to be continually printed, hung, and taken down again and again, digital signage can instantly be changed to reflect new sales, promotions, and changes in inventory.
Digital signage can certainly be used to generate revenue through advertising, but what retailers can and should really offer shoppers is the experience of personalized guest service. From customized wayfinding, to exclusive promo codes, to virtual outfit selection/modeling, with digital signage, retailers can create a 360-degree brand experience, allowing customers to interact with brands anywhere, at any time of day. A constant stream of fresh content on-demand is the expectation of your customers and it is through digital signage that retailers can truly spread the spirit of the season.
What’s the most engaging digital signage you’ve seen in retail this year? How did it benefit you?