NEW UPDATE: Since the COVID-19 outbreak, the use of digital signage in retail has also been used to display safety messages, occupancy numbers and maintain social distancing measures.
Introduction
Digital Signage is at the forefront of a retail revolution as more shops realise the benefits. By going digital, brands have the possibility to raise their brand awareness. Digital Signage allows for instant updates and can work as a remotely updatable network of screens, so every branch of your store is up to date.
Digital signage is more than just a static display; it covers a variety of different signage solutions that you can utilise for your small local shop or large shopping centre. We’ve listed some creative ways digital signage can be used in retail to help your store reach its full potential.
Interactive Displays
Interactive displays are increasingly part of everyday life, they are utilised for sharing information, advertising promotions and encouraging engagement. Whether we’re using self-service checkouts and kiosks, or consulting touchscreen displays, interactivity has become the norm. So, what can interactive digital displays do for your customer experience?
Interactive displays are visually appealing. They aren’t static, boring old pictures on your shop wall. Movement grabs the eye and the tell-tale signs of interactivity (such as on-screen buttons and flashing icons) draw their attention. Customers can’t help but come closer and learn more. It creates that first sense of curiosity in their minds which makes them want to find out more, all with your lovely products on display.
A customer might take a passing interest in your store, but unless they engage with your products, you might not be able to sell them anything. With interactive retail displays, creating engagement is a whole lot easier. If your customers can interact with your products, they’ll be more invested in their shopping experience and more likely to buy. With the use of QR codes and ‘Smart Shelfs’ customers can now see specific information on the product that they have picked up from the shelf, instantaneously.
Advertising
A digital advertising sign is a unique advertising channel with unique advantages. Digital signage advertising’s primary benefit is that your business can serve eye-catching and dynamic content to your potential customers.
One of the most important advantages of a digital advertising sign is that an agency can quickly change the displayed advertising content. Billboards, static signs, or other print media such as brochures or direct mailings do not share this important advantage. Once an agency prints content on those mediums, the only way to change the content is to print new content. With digital signage, you can change advertising content in just a few clicks.
Wayfinding
Wayfinding signage refers to a solution that aids users in their navigation through a physical environment. This space might be indoors, for example, within a complex building like a shopping centre; or outdoors, for instance, across a university campus. Signage is a broad term that encompasses detailed maps, directional signs and increasingly digital screens and kiosks.
Wayfinding signage requires careful planning and a deep understanding of a building or landscape’s function. The most effective wayfinding solutions focus on the user experience and appreciate how different users have different wayfinding needs. In one sense, this could mean mapping out accessible routes. In another, it is important to take into consideration the familiarity of users with a space, making special provisions for users who are first-time visitors to a building.
An interactive digital wayfinding system is more sophisticated. Through touchscreen kiosks or screens, users are able to tell the solution their desired destination and receive tailored instructions from their present location. Rather than wayfinding signage that effectively says ‘You Are Here. Here is X. Good Luck’, interactive digital wayfinding shows users the route by mapping out the way. In the near future, this technology will go one step further. As standard, screens will be able to display virtual walkthroughs that allow users to better visualise their journey.
POS Content
Seventy percent of buying decisions are made at Point of Sales (POS), so there is definitely a need for compelling POS ads to help influence purchasing behaviour. Point-of-Sales advertising has proven to be an effective method to capture customers’ attention. However, traditional POS displays such as display stands, posters, and shelf edging have shown to have little effect, and, can be time consuming and expensive to keep looking fresh and updated.
For this reason, POS advertising has become more dependent on digital displays. Digital signage in Point of sales is a visual communication tool that has the power to engage audiences in POS. They are increasingly taking the place of traditional billboards after proving to be more effective at communicating brand messages and attracting consumer attention.
These digital displays use technologies like LED and LDC to display images, web pages, video, and even menus. You’ll see these electronic displays showing advertising in private and public areas such as shopping malls, small shops, restaurants, hospitals, and even colleges. They can be found both indoors and outdoors.
How can Remark Help?
Remark Group have a team of audio visual experts that have years of experience in digital signage solutions. We take every project individually and project bespoke designs and installations to each client.
We have a Digital Signage 101 page for you to learn more about the technology, you can also get in touch with us and book a demonstration of the digital signage solutions we can offer you.
