How to get leg up on e-tail with digital POP displays by Francois Hechme, Broadsign

If there’s anything we’ve learned from the “retail apocalypse,” it’s that consumer shopping habits are changing, and fast. More consumers are making purchases online today than ever before, but surprisingly, several still prefer to shop in-store for a range of goods – mostly because of the immediacy factor, shipping savings and a chance to test drive products before purchase. While no one can predict the future, one thing is certain – to stay afloat, traditional brick-and-mortar stores will need to rethink their approach to the in-store experience. Embracing digital point-of-purchase (POP) displays is one strategy, helping retailers attract and engage customers as well as earn their loyalty.

POP signage, both digital and static, has not only been shown to catch the consumer’s eye but also to improve the brand experience and ultimately influence purchasing decisions. Shoppers are more likely to search for a product advertised on a POP display during a future visit, and in some cases right away. With technology advancing at breakneck speeds and the cost of screens coming down, the digital POP display in particular is quickly becoming more appealing. Here are 5 ways retailers can improve the in-store customer experience this year using digital POP displays:

1.   Make a lasting impression with moving images

Capturing the attention of consumers amidst everyday distractions is more difficult than ever, but digital POP displays can help retailers break through the noise with moving imagery. Moving imagery in digital signage has proven to be more effective at yielding an emotional response than static images and also corresponds to greater recall, which can help boost brand loyalty and ultimately revenue. 

2.   Encourage relevant impulse purchases

Digital POP displays help automate the delivery of “in the moment” ads, promos and other content that can improve the consumer’s day-to-day. For example, a digital promo showcasing “50 percent off all jackets” or a “buy one, get one free” offer for a warm beverage on a cold, rainy day can encourage unplanned purchases based on real-time conditions catered to the shopper. This sort of promo is easy to launch on in-store displays with APIs from digital signage providers that have made the integration of real-time data into displays simpler and more efficient.  

3.   Get interactive

Digital POP displays can help you create unique experiences that can’t be found elsewhere, which is important, considering many companies expect to compete on the basis of customer experience. From a virtual dressing room to on-demand assistance and beyond, touchscreen technology can be used to help stores better engage with customers, so that they leave the store  with a more positive brand association.  

4.   Enhance audience targeting with real-time data

Today’s digital POP displays easily integrate with measurement tools to provide a clearer overview of audience demographics as well as the types of promotions that might appeal to them. This data can be used to display product information or promos that the customer might find useful. In terms of ROI, measurement technology can also provide insight into how many people on average checked out a particular display as well as the duration of each view. It can also be used to generate reports showing correlations between the number of promo plays and total sales of promoted goods.

5.   Highlight loyalty programs

Today’s consumer is often more willing to exchange data for deals, which often means that stores offering loyalty programs are more likely to see a higher volume of repeat customers. This trend has created a loyalty program fever pitch among retailers. Marketing loyalty and membership programs via in-store digital POP displays can help draw attention to related promotions, and also trigger the delivery of relevant creative to individual consumers whenever they scan their card or enter their phone number in-store.

For retailers investigating digital POP displays as a way to improve their in-store experience and their customer interactions, there are a host of screens and software available that make it easy to deploy and automate the population of content across displays. But, don’t treat this as a technology-only project. Focusing on the shopper experience that you want to deliver or enhance should also be a priority. It’s important to budget for a content strategy and ongoing content production tailored to the context of these screens versus repurposing TV or web content.

In today’s shifting market, it’s never been more crucial for retailers to put themselves in the shoes of the modern consumer and think outside the box; digital POP displays offer a smart and flexible way to ensure your brand isn’t left in the dust.

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