Ecrit par Fabien
Lecture : 4 minutes
In this post, discover the digital tools you can use to capture the attention of your customers in retail stores.
In retail stores, and whatever the type of physical shop, it is crucial for brands to prioritize customer experience and optimize it. A memorable and high-quality customer experience is the key to fostering loyalty and meeting customer expectations. However, before building customer loyalty, you need to grab their attention. This necessitates the digitalization of the point of sale, including the implementation of interactive digital signage solutions.
What is interactive digital signage?
An interactive digital signage defines a display medium (poster, screen, etc.) augmented with an interface allowing a visitor to interact with it, and in particular with the message broadcast.
Interactive displays are mainly used by brands to digitize customer experiences and journeys. These interactive broadcasts, ideal for engaging visitors, have high memorization rates.
This solution, generally adopted to modernize the image of a company and allow the distribution of multimedia content, can be adapted to multiple internal or external communication media: display screens, touchscreens, outdoor screens, video walls, LED panels… They allow you to accompany your customers in their shopping journeys, inform them and entertain them.
1. Support your customers during their shopping journeys with screens
Digital media, such as interactive screens, allow your customers to have personalized and detailed shopping experiences. When installed in your store window, they attract the attention of both customers and passers-by. Seduced by messages, images, and videos, they are more likely to step into your store.
The information displayed on these screens is fully customizable and easily adapts to your target audience. Customers in a hurry, searching for a specific product, can be directed to the appropriate departments with just a few clicks. This streamlines and simplifies their purchasing process. On the other hand, customers who want to learn more about their favorite products can access a wealth of information on the digital screens available in the store. You can provide product-oriented content, such as videos showcasing your products, their compositions, manufacturing processes, as well as testimonials and customer reviews.
Digital signage sparks customers' curiosity and facilitates interaction with sales associates. It also enables customers to navigate your store using interactive maps.
2. Inform customers via digital signage
When you have a deep understanding of your ideal customers and their preferences, desires, and values, you can even anticipate their needs and purchases.
Digital signage allows you to broadcast brand-oriented content, such as your values, philosophy, and commitments. Additionally, it serves as a platform for essential information, including store hours, services, promotions, new arrivals, stock availability, and delivery or click-and-collect options.
This medium serves both informative and advertising purposes, creating a strong bond and fostering increased trust between your brand and customers. According to an IPSOS survey, 75% of visitors remember screen communication, compared to only 44% for traditional displays. This customer-focused approach can drive in-store purchases, leading to an average increase in sales.
3. Entertain customers with Digital Signage
Nowadays, customers seek impactful and contextualized messages more than ever. With Digital Out-Of-Home (DOOH) and its relevant, engaging, and scripted content, consumers can enjoy a memorable shopping experience.
Digital signage presents a unique opportunity to reach consumers at the right place and time.
What is DOOH?
DOOH stands for Digital Out-Of-Home and it refers to digital outdoor advertising. It combines various techniques, including urban digital displays and indoor digital signage in shopping centers or airports. As of the end of 2020, DOOH accounted for approximately 10% of outdoor advertising investment in Europe and 20% in France.
According to Capgemini's "Loyalty Deciphered: How Emotions Drive Genuine Engagement," emotions significantly impact consumer loyalty. The purchasing experience that customers have at a point of sale affects their commitment to a brand. There is a positive correlation between commitment and loyalty.
Screens offer a wide range of entertaining content to customers, including videos, images, slideshows, animated short films, music clips, commercials, and games. This entertainment reduces the perception of waiting at the checkout, in fitting rooms, or for a sales associate, making your store more welcoming.
Conclusion
To conclude, numerous digital devices can attract customers' attention in retail stores, such as display screens, touch
As we saw in this article, digital and digital communication are a powerful marketing and sales support tool that enable a personalized shopping journey and customer experience, entertaining, informative and high added value for your brand and brand.
These innovative digital installations increase the generation of point-of-sale traffic, increase the branding of your brand and allow you to stand out in a competitive environment (source cbnews).
Moreover, via these digital installations, the customer feels considered, involved, a brand player and with the desire and need to invest in the customer/brand relationship.
So don’t neglect interactive digital screens in your strategy.
Do you also want to create unforgettable and interactive customer experiences?
