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Both online and offline retailers are competing for one thing: the consumer's attention. The more of it you can capture, the higher your conversion rates and ROI. As a brick-and-mortar retailer, you have the benefit of transforming in-store shopping into an experience that keeps customers coming back. Many businesses that implemented digital signage have seen a significant increase in foot traffic and returning customers.
In this article, we’re looking at the benefits of digital signage in retail and how you can use the Look Content Manager to get the most out of your signage system.
1. Engaging Visual Presence
The retail atmosphere shapes key aspects of consumer decision-making. Digital signage creates an engaging visual presence through captivating content that retains the attention of viewers. With vibrant displays, dynamic animations, and interactive features, it can transform a space into an experience. Digital displays spark interest and encourage exploration by highlighting product features, promoting special offers, or sharing brand narratives.
Since consumers are usually scrolling on their phones all day, including social media content is a great way to meet them where they spend most of their time. You can display Instagram and Facebook feeds to offer real-time glimpses into your brand culture and customer interaction to create authentic connections with your audience. Simply log in to your desired social media account in the Look CMS in the app's sections and start enriching your in-store visual presence.
2. Seamless Information Updates
The greater the interest customers have in your products, the greater their desire to obtain them. And it only takes a small nudge to push them in the right direction. You could integrate your digital signage with your inventory management systems for immediate updates on product availability. Usually, an “only two remaining” message will do the trick. Look integrates with Zapier, where you can get access to your inventory management solution for managing and displaying stock levels in real-time.
Retail digital signage provides customers with up-to-the-minute information about pricing, discounts, promotions, and current events. You can automate content updates using the scheduling feature in Look CMS by creating content playlists and scheduling them to run at a specific time. It includes signing in to your social media platforms in the apps section, where feeds, user-generated content, and customer reviews will be displayed as soon as they are posted.
3. Elevating Customer Experience
Interactive displays are changing the game in retail because they’re giving consumers what they want: personalization, easier access to information, and better customer service.
Customers can discover new products simply by browsing through your entire product catalog. They can view product images and descriptions and watch videos demonstrating product features and benefits.
It’s easy to turn your screen into an interactive display simply by navigating to the layout editor in the Look CMS and creating layouts with clickable widgets. It will divide the screen into sections and the customer only has to click one to get more information. Dozens of customizable templates are available so you can save time.
Interactive self-service kiosks also help alleviate long queues when deployed at multiple checkout points throughout the store, enabling customers to complete their purchases quickly and efficiently.
4. Boosting Sales Through Promotions
QR codes are a quick and easy way to provide customers with important information. When displayed on your screens, they can directly lead to promotional offers, discounts, or exclusive promotions, encouraging impulse purchases and driving sales.
QR codes also enable you to track the effectiveness of promotions by monitoring how many customers scanned the code and redeemed the associated offers. This data is beneficial in refining the current strategy for maximum impact.
Still, on the layout designer in the Look CMS, you can generate QR codes for your widgets. Simply insert the QR code into the template you’re working on, specify the destination link, and customize its appearance and behavior as needed. These QR codes can be tailored to each screen by incorporating a unique UTM code during setup. Then, use your Google Analytics to track which screens receive more visits and the specific actions taken on those screens.
5. Building Brand Identity
A strong brand identity starts by defining your brand, your target audience, and how you differentiate yourself from competitors.
Social media seems to be the most impactful way to communicate this message. According to Forbes, 81% of consumers buy something because their friends on socials recommended it.
User-generated content showcases different aspects of your brand that are meaningful to your customers. Whether it's highlighting the quality of your products, the exceptional customer service, or the unique shopping experience — you can display this content on your screens to show customers what your brand stands for and what sets you apart from the competition.
Crocs, the American Foot Wear Company, experienced massive success by targeting Gen Z to create user-generated content. Crocs engaged over 600 creators and amassed more than 800 pieces of original content across over 50 campaigns. It resulted in an audience reach of over 3 million and a 21.5% engagement rate.
Don’t miss the chance to get the most out of the great content created by your customers. Display it on your screens by logging in to your social media accounts in the apps section, and start gaining the confidence of potential customers immediately.
6. Reducing Perceived Wait Times
Digital signage reduces perceived wait times by providing entertaining and informative content to engage customers while they wait. It also shows useful information such as estimated wait times, upcoming promotions, or tips for optimizing their shopping experience. It not only keeps customers informed but also helps to manage their expectations and reduce frustration while waiting.
You can create an infotainment experience for your customers by displaying RSS feeds in your displays. The Look CMS has an RSS feeds application in the apps section where you can add a link to the RSS channel you want to broadcast, set the duration, and upload for viewing simply.
7. Enhancing In-Store Navigation
Part of enhancing customer experience is to ensure that consumers can easily locate what they want within the store. Wayfinding kiosks make navigation possible because users can input their destination or browse different departments and get directions.
Digital signage can provide real-time updates on store layout changes, aisle closures, or temporary promotions, helping customers navigate through the store with accurate and up-to-date information.
Again, head to the layout section and start creating clickable widgets of directories or your store’s layout for wayfinding for shoppers.
8. Facilitating Employee Communication
Happy and satisfied employees translate to better customer service and a good brand reputation. 69% of employees say they’d work harder if they were appreciated, while Gallup’s State of the Global Workplace report revealed that only 15% of employees are engaged in the workplace.
Digital screens are attention-grabbing and provide visual engagement and therefore, great tools for recognizing employee achievements, milestones, and outstanding performance. Public acknowledgment makes them feel valued and motivated to continue delivering excellent service.
To help you make this a reality, choose the most suitable template among dozens in the layout section, for example, “the best employee of the month.” Customize it to your liking, save it as a content item, and schedule it to play at specific times depending on your needs.
9. Showcasing Product Demos
Showcasing product details with high-definition visuals that highlight outstanding features is ultimately what will drive the sale. With touchscreens and motion sensors, customers can interact with the display to explore different product features, view demonstrations from various angles, or customize the product configurations according to their preferences.
Look DS Scenes helps you showcase multiple products within the same category. You create split-screen layouts that compare different products side by side. It assists customers easily compare features, pricing, and benefits and make informed purchasing decisions.
10. Gathering Customer Feedback
Digital signage screens equipped with touch functionality can prompt customers to participate in surveys or provide feedback right at the point of interaction. Customers can select their responses directly on the screen, making it convenient and immediate.
You can display feedback QR codes for access to feedback forms or online forums. It allows for more detailed feedback collection and analytics since responses can be collected digitally and analyzed systematically.
Google Reviews is a popular reviews service that most people trust, and you can easily add it to your displays. In the apps section, select the Google Reviews app, navigate to “add settings” and log in to the Google account or write the name of your company, choose the rating and language for display, as well as the playback duration. You can also add a QR code for customers to read the reviews or write their own.
Conclusion
As you can see, the benefits of digital signage in retail promote a win-win situation where customers get to experience the convenience of cutting-edge technology in the store, and retailers witness an increase in sales and customer retention.
With the help of Look Digital Signage Software, you can smash previous engagement levels on social channels like Instagram and Facebook, build a solid brand reputation, and make an impact on your audience across all touchpoints. Find out how it can complement your overall retail strategy by starting a free, 14-day trial today.
