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Sign Us Up: How To Increase Engagement With Digital Signage

Sarah Landrum

Digital out-of-home (DOOH) signage has hit a boom as of late, and the industry is set to rake in upwards of 15 billion — yes, with a ‘B’ — dollars by 2020.

Recent studies have shown that the young adult, aged 16-24, retail experience is changing rapidly.

For retailers small and large alike, adopting digital signage can bring the business firmly into an increasingly digital world.

The majority of young shoppers these days use some kind of digital technology to research, compare, and get feedback on products they want to purchase. They’re certainly not the only ones. Consumers of all ages are using their personal mobile technology while they shop, but imagine if all that engagement were to go from external to internal.

Let’s look at a few ways your business can better engage in-store customers through digital signage.

Related Article: Turn It On: Insights and Tips for Using Digital Signage at Your Business

Point-of-Purchase Advertising

SalonSense Media’s June 11 post notes that more than 60 percent of buying decisions are made at the point of purchase, and nearly 30 percent of customers find digital signage and displays influential in purchasing a product or service.

Similar to a print ad, online banner ad or pre-roll video ad, digital signage can be a point of advertising for your business’s products or services. A digital signage system also allows for the flexibility to change out messaging quickly. Promote sales, deals and loyalty programs in real time to keep your customers on top of what’s happening in your business on a monthly, weekly and even daily basis.  

Digital signage reaches 70 percent of Americans each year, and boasts a 52 percent recall rate — higher than both television (32 percent) and radio (27 percent) from SalonSense Media.

Take advantage of those impressions, and get your message to your customers while they’re in your store. On the flip side, you can leverage the reach your digital signage brings by selling ad space to third parties, partners, and affiliates. Not only will you get an extra revenue stream and increase your ROI on display signage, but your customers will gain some information about the brands you sell in your retail store, or about complementary products and services offered by another business.

The Interactivity Investment

With the evolution of the digital space and digital technology, the market is expecting retail stores to keep up with advances, and to augment the retail shopping experience. An excellent way to pull customers further into the shopping process is to offer interactive digital signage in-store.

The option for shoppers to see products virtually displayed, research and compare products side-by-side or see a live feed of a business’s social media profile connects a customer with your brand. It also creates an experience they’re more likely to come back to.

To add a layer of personalization to your digital display, utilize the information you likely already have on-hand about your customers and target audience. You will increase engagement of consumers with your brand or store if you:

  • Create customized welcome messages, targeted deals, and promotions
  • Offer discounts and reward programs
  • Customize your consumer’s experience by offering them the things they want

Doing these things will not only get them to spend more money with you, but it will show them you recognize them. Personalized experiences are a big driver of sales.

Entertainment as Engagement

In order to drive and enhance engagement, the content on your digital signage has to be both informative and entertaining. Movement and dynamic video attract the human eye more often than a static display. Take advantage of a digital video screen by adding video clips, changing schedules, news headlines or a social media feed.

Have fun with your messaging! When conceptualizing and designing your digital content, be sure to include your brand’s unique voice. Allowing your identity, as a business, to come through on your digital signage will increase the entertainment factor for your customers.

Try putting these displays in places where your customers are likely to wait, such as:

  • Check out lines
  • Dressing rooms
  • Waiting areas

No one likes to wait in line. When someone is entertained, they’re less likely to notice the wait time. In fact, studies show that digital signage reduces a customer’s perceived wait time by up to 35 percent. This has the potential to create a positive association with your store and brand, which will keep shoppers coming back.

The bottom line is that digital signage is an increasingly important — and extremely worthwhile — investment for retailers and other business owners. In-store digital display can increase overall sales volume by 31.8 percent (SalonSense Media) over retailers without the technological investment.

Related Article: The Entrepreneur's Guide To Evaluating Digital Marketing And ROI

Take advantage of the developments in technology and pay attention to what your consumers want in a retail shopping experience. Creating an immersive experience that adapts and changes to your customers’ needs will maximize your potential for brand awareness, upsells, impulse buys and overall engagement. It’s time to bring your brick-and-mortar business into the digital age.

Image Credit: NanoStockk / Getty Images
Sarah Landrum Member
Sarah Landrum is a marketing specialist and freelance writer. She is also the founder of Punched Clocks, a site on which she shares advice for professionals to find happiness and success in their careers. Subscribe to her blog newsletter and follow her on Twitter @SarahLandrum to get more great advice to grow your business and career.