In-store digital displays are getting more interactive, thanks to technology like Endless Aisle and content management systems that make it easy for brands to update and push out new signage in real-time.
In fact, digital signs are 34% more effective at promoting items than their static counterparts. Digital displays have even been shown to positively impact customer brand loyalty by increasing engagement and creating a better shopping experience.
From a practical sales standpoint, we know that digital displays are a streamlined way of notifying customers about sales and promotions, and providing product information in-store. But digital signage can impact customers on an emotional level as well. Consider how you can encourage brand loyalty — and create happier customers — using these digital display best practices.
Make the brand experience fun and interactive
Kiosks with touch-enabled screens can make the customer’s in-store experience personal. Not only is the customer able to explore digital content on these devices at their own pace, but they get the chance to physically interact with your brand story. And don’t forget that fun is an important factor.
When Under Armour opened their 30,000 square-foot Brand House in Chicago, visual displays were a major part of their design. Featuring large-scale LED structures and a custom interactive space called the Octojump, the store gave customers a variety of ways to engage with the brand’s story first hand. Function and fun can work together to create memorable customer experiences.
Showcase brand advocates in digital displays
Word-of-mouth marketing has become even more important with the ubiquity of social media, as consumers increasingly express their passion for their favourite brands online. Satisfied customers can become powerful brand advocates, and nothing strengthens that relationship more than when a brand shows its appreciation in return.
Digital displays can amplify advocate voices by making use of consumer-generated content and promoting customers’ stories. By giving loyal customers the spotlight, companies not only show their appreciation for their most enthusiastic fans, but also tap into a powerful content resource.
During London Fashion Week, Topshop put this strategy into practice by displaying customer Twitter posts in real time on large outdoor screens alongside relevant Topshop products. The result was an engaging, public display of tweets and customer brand love with a side of sales.
Take context into account
With digital signage tools, changing up the content on displays is a quick and painless process. This means that businesses can use these tools to display content strategically. Seasonality, current promotions, and even more exacting details like time of day can be taken into account to make digital displays as relevant as possible.
For example, signs next to the checkout line should take into account the length of the customer’s wait. If the customer is only waiting 30 seconds, ads displayed on the digital sign should be short and sweet. If the customer is being forced to wait longer, avoid showing them the same content over and over. Grocery store chain IGA has begun using digital signage at its checkout counters to encourage spontaneous purchases and to distract customers from long wait times.
Digital signs give you the power to tailor your message accordingly, and taking into account these varying factors will inevitably lead to a better customer experience. Know your audience and make sure that the content you display speaks to them. You may be able to capture customer attention with bright lights and vivid imagery, but retaining it requires that you pay attention to customers’ needs.
Emotion is a powerful factor when it comes to building brand loyalty. Successful digital displays will enable brands to engage, educate, and delight customers. In turn, customers who leave happy are likely to come back for more and share their experience with their own networks.
Your next step? Implement the technology. Download the below whitepaper to explore best practices for bringing an Endless Aisle solution into your retail strategy.