In a world increasingly oversaturated with advertising, digital signage that improves the customer experience can boost sales, helps supplement revenues, and can even reinvent physical spaces. Here are 7 key ways digital signage can improve the customer experience in the retail industry:
1. Make checkout lines and waiting areas more engaging
Digital signage transforms the tedium of standing in line or lingering in the waiting area into an engaging infotainment experience that can lift customers’ moods. It can even make them feel like the line goes faster—studies show that digital signage reduces a customer’s perceived wait time by up to 35 percent.1
2. Personalize advertising to your audience
To remain competitive, retailers have to shift their messaging from a “one size fits all” approach to a strategy that speaks to individual customers’ needs and desires. Interactive digital signage enables stores to display precisely targeted advertising that can increase sales.
3. Free up staff to use their time more effectively
Digital signage isn’t only useful and engaging to customers; it also helps staff by offloading the responsibility of fielding repetitive questions and requests for assistance. With information about sales, special offers, and upgrades displayed on digital signage throughout the store, employees have the freedom to dedicate their time to more productive tasks. Digital signage can also deliver real-time updates and announcements for employees.
4. Gather quantitative consumer data
When customers can provide instant feedback in the store, you get much more accurate information about how your products are performing, which ones consumers like, and how they shop. Digital signage enables retailers to use content that features hashtags and URLs that feed KPIs and other useful analytics.
5. Advertise the right things at the right time
One of the main attractions of digital signage is the ability to exercise more creative control over your advertising. Reactive, data-triggered signage lets you update at a moment’s notice, so you can contextualize your messaging to suit the time of day, the weather, the season, and more. It’s important to advertise what you want to sell when customers want to buy it—coffee in the morning, blankets in winter.
6. Earn extra revenue
Digital signage can offer retailers an alternative revenue stream by giving them the option of renting out advertising space to affiliates and other businesses, providing a direct source of supplemental income.
7. Stand out from the crowd
Aside from improving the customer experience in-store, retailers believe that differentiating themselves from competitors is the top reason they should adopt digital signage.2 Because it’s still less familiar than other forms of advertising, like traditional signs and product displays, digital signage is more likely to catch a customer’s eye and draw them into a store.
- Landrum, Sarah. “Increase Engagement With Digital Signage – Business.com.” Business.com, 23 Nov. 2015, https://www.business.com/articles/sign-us-up-how-to-increase-engagement-with-digital-signage/.
- “The Customer-Facing Digital Signage Market in Retail Through 2021.” Future Stores Seattle 2020, https://futurestores.wbresearch.com/blog/customer-facing-digital-signage-market-in-retail-through-2021.