Lecture : 4 minutes
In this post, discover the digital tools you can use to get your customers' attention in stores.
In stores, and whatever the type of physical stores, it is essential for brands to think about customer experience and especially optimize it. A memorable, high-quality customer experience is the key to maintaining loyalty and meeting customer expectations. But before building customer loyalty, you need to get customer’s attention. This requires 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 in their shopping journeys with screens
Digital media such as interactive screens allow your customers to experience a personalized and detailed shopping experience. Installed in the window of your point of sale, they attract the attention of customers and passers-by. Seduced by a message, an image, a video, they cross the threshold of your store more easily.
The information displayed on a screen is 100% customizable and easily adapts to your clientele. A customer in a hurry looking for a specific product will, in a few clicks, be oriented towards the right department. Its purchasing path is streamlined, simplified, reexpressed. Conversely, a customer who has time and wants to know more about the composition of his favorite product will also find a wealth of information on the digital screens available in the store. You will be able to pack product-oriented content such as videos presenting your products, their compositions, their manufacturing processes, but also testimonials and customer reviews.
Digital signage awakens the curiosity of customers and allows easy exchange with sellers, but it also allows the customer to find their way around your store thanks to interactive maps.
2. Inform via digital signage
When you know your ideal customer at your fingertips, you know what they are looking for, what their desires, expectations and values are. You can even anticipate their needs and purchases.
Digital signage allows you to broadcast “brand” oriented content such as your values, your philosophy, your commitments but also more basic information just as essential as your schedules, your services, your promotions, the arrival of new articles, stock status, delivery or click'n'collect.
It is a medium that is both informative and advertising, ideal for creating a strong bond and increased trust between your brand and your customers, and thus generating loyalty and additional sales. 75% of visitors remember screen communication compared to 44% for a traditional display according to an IPSOS survey. This customer focus can drive point-of-sale purchases and thus increase the banner’s sales with an average increase in sales.
3. Entertain with Digital Signage
Today, more than ever, customers want impactful and contextualized messages. With DOOH (“Digital Out-Of-Home”) and its relevant, engaging, and scripted content, consumers can enjoy a memorable shopping experience.
Digital signage is a unique way to reach consumers in the right place at the best time.
What is DOOH?
DOOH is the acronym for digital outdoor advertising. DOOH stands for Digital Out-Of-Home. The DOOH brings together, among other things, urban digital display techniques and indoor digital signage in shopping centres or airports for example. At the end of 2020, DOOH accounted for about 10% of European outdoor advertising investment and 20% in France.
Emotions have a significant impact on consumer loyalty, says Loyalty Deciphered, How Emotions Drive Genuine Engagement of Capgemini, the purchasing experience that customers experience at a point of sale plays on the commitment they develop for a brand. There is a positive correlation between commitment and fidelity.
The screens offer your customers a wide range of entertaining content, video, image, slideshows, animated short films, music clips, commercials, games, etc. All this entertainment reduces the feeling of waiting at the checkout, in the cabin, or waiting for a seller to take over and makes your point of sale more welcoming.
Conclusion
In conclusion, many digital devices are attracting customers' attention in stores: display screens, touch screens and terminals, totems, outdoor screens, interactive tablets, etc.
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?
