Five ground rules for successful digital signage in retail

Five ground rules for successful digital signage in retail

While the digital age provides the ability to store online, technology is also key to enhancing the appeal of the physical store. 78 percent of millennials say they would rather spend money on a memorable experience than buy something. In addition, 43 percent of consumers worldwide say they are inspired to make a purchase by digital content they have seen in-store.

So creating physical experiences for shoppers is important, and digital signage can contribute to this. We provide five basic rules for designing a successful strategy to best deploy digital content on screens.

This article previously appeared on www.retailtrends.nl by: Hjalmar Martin, sales manager Benelux at Mood Media Image: stock photo.

1. Set clear goals

Before investing in screens and content, it is necessary to set specific goals. In the retail sector, digital signage has three main goals: enhancing in-store atmosphere, strengthening brand image and, finally, creating customer and staff engagement resulting in revenue generation.

Which of these main goals has priority varies from company to company. A large supermarket probably prefers promotional purposes, while a small clothing boutique may want to bring more atmosphere into the retail space. In addition, more and more companies are using digital signage for internal communications because it is an effective way to bring attention to training initiatives, motivate staff and improve the employee experience.

2. Put yourself in the consumer's shoes

By implementing digital signage in-store, you attract attention. It can significantly improve the perception of your brand as you demonstrate that you care about the consumer's experience. In doing so, put yourself in the consumer's shoes and ask yourself the following questions: what type of video content would I want to see on a screen? Why is that particular type of content relevant to me? Where in the store would the screens capture my attention?

Effective and engaging signage ties into a brand's entire branding. Some examples include: window displays that inspire passersby, interactive catalogs with the latest collections and informative product videos on the shelves.

3. Start small during a trial period

Introducing digital signage often comes with the risk of deploying many screens in a short period of time. However, it is advisable to maintain a test period of ninety to 180 days to allow enough room and time to hone the strategy.

If you have a business with one location, it is a good idea to test the signage in one area of the retail space and only then the rest of the store. For regional, national or global retailers, we recommend testing in a single location or group of stores. The following components of digital signage can affect the results during testing: medium (signage, video and touchscreens), content focus (product promotion or information), content (headlines, copy and images), time of day, week and season when the signage is displayed and location of the screens.

If what works becomes clear after the testing period, the same strategy can be applied to deploying digital signage on a larger scale, such as across the entire store or in multiple locations.

4. Keep your content up to date

Video content should be as relevant as possible to consumers at any given time. For example, if you are still promoting swimwear in November, you will lose their attention, and lack of attention to detail can negatively impact other aspects of the store. Therefore, try to create multiple versions of the same message.

You can also create a collection of universal content within which to alternate often. Even the smallest changes, such as a different background or text color, hold the audience's attention. The rule of thumb in digital signage is to update your content once every four weeks. In addition, especially in the retail sector, each season calls for a major change in content that often coincides with a change in collection.

5. Choose a reliable installation

A successful digital signage solution begins with a successful installation that can be maintained on-site service. As is the case with any form of technology, technical problems can occur with digital display solutions, and a faulty screen that stays black for an unnecessarily long period of time detracts from your strategy. Choose reliable hardware (players and screens), software and content creation that are designed to be combined and can thus reinforce each other. This way you ensure maximum results, reliability and ease of use.