Digital Signage In Retail: How It Is Driving More In-store Sales

As per a survey on Digital Signage in retail by SalonSense Media, “Over 60 percent of purchase decisions are made at the point of purchase, and around 30 percent of customers find digital signage influential in making them buy a product or service.

Retailers leveraging Digital signage software or systems are gaining a significant business edge over the retailers who are still using traditional sign boards. The idea of opting for digital signages by many and almost every successful retailer is pretty simple – to attract people, engage and turn them into prospective customers. With the eCommerce revolution and more people opting for online shopping, for the obvious advantages of convenience, low prices, and time-saving, it is becoming difficult for retailers to attract customers to their shops/stores. Retailers are looking for innovative ways to increase their in-store footfall. With the right technology (in both hardware and software) used, digital signage fulfills this task with ease. Companies can leverage digital signage by bringing the online shopping experience to retail stores. With unique digital signage solutions, they help in drawing customers to the stores and eventually result in an increase in sales as people are more likely to buy the product that is being advertised on the digital screen.

Digital Signage Is Win-Win For All

“71% of consumers felt that the adverts on digital signages are more attractive and impressive than online adverts”

Retailers want to give their customers a different in-store experience by placing digital screens all throughout the store. A digital screen in the front window of the store will attract the window shoppers with its changing, colorful, attractive, and detailed images, video displays, and content. It will make them stop for a moment and take a look at the message that is being conveyed. This will enhance the brand's visibility. An interactive and touch screen majorly opted for by fashion and makeup companies will allow the customers to see themselves with the product on screens before trying them out. These interactive screens engage the customers by providing more information about the product that they need. Not just that, a digital screen allows the in-store employees to utilize their time productively in encouraging sales, rather than repeating the product features to the customers.

Digital Signage Vs Traditional Sign Board

Digital signage reaches 70 percent of Americans each year and boasts a 52 percent recall rate.

The display on the digital screen has to be sharp and attractive. These can be customized depending on the message that has to be conveyed, like discount offers, product features, new product launches, etc. Content has to be specific and should reach the right audience. With traditional signage boards, one cannot retain a customer’s attention for long. Customers forget about the brand once they stop seeing the signboard. But with digital sign boards, customer retention can be for a longer period as audio-visual mediums have been proven to be more effective in occupying mind space for a longer time. One can convey only a single message through a traditional signboard, whereas with a digital signboard, one can customize any number of messages by using digital signage software with no additional costs incurred. The key to a successful digital signage campaign is to invest in the correct hardware (LEDs, 4K, and 8K displays) and digital signage software solutions.

The digital signage market is expected to grow from USD 20.8 billion in 2019 to USD 29.6 billion by 2024, at a CAGR of 7.3%. With industries like fashion, banking, education, automobiles, sports, electronics and home appliances, furniture, etc., relying majorly on in-store foot traffic, opting for digital signage is an appropriate step to take.

How effective is digital signage in Retail

Content is vital for any digital signage to be effective. Here are some tips for impressive content on a digital screen :

1. Keep the content simple, unique and original. The key message should be delivered in short.

2. Do not use multiple fonts and colors in a single message. They will distract customers’ attention. Never write the entire content in capitals. Choose the font styles and colors wisely.

3. The movement of the content on the digital screen should be scheduled in such a way that the customers get enough time to read the entire message. If you are having a list of messages to be conveyed then keep the most important message as the last item on the list as customers usually don’t miss out on reading the last part of the list.

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