What are the advantages of in-store digital signage?

Retailers and shopkeepers, if your wish list is anything like this one, you're probably thinking of equipping your store with communication screens:

• How to increase in-store traffic? ✔️
• Generate additional sales? ✔️
• Creating experience to compete with e-commerce? ✔️

Here's a look at the 3 main reasons why retail outlets are increasingly equipped with digital signage solutions.

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1/ Draw customers into the store to boost sales

Use your windows as real marketing supports for your point of sale by installing screens.

There are many ways to design a window display: one or more resonant screens, LED walls or even motion detectors producing a programmed chain reaction.

You can let your imagination run wild to create the best videos and the most captivating messages, with or without staging, depending on your needs.

To ensure maximum traffic, consider highlighting some of your seasonal stock, offering a one-off one-off promotionor inform your customers and visitors about a stock clearance of a specific clearance sale. Visit 5 best practices for an effective window display.

2/ Trigger the buying process

Once your customer has entered your store, they are naturally more receptive to your message. That's where your screen comes in! Now's the time to welcome them by providing the information that attracted them from your window: a new collection, items selected according to the weather, a special promotion for first-time customers, and so on.

The central information to be disseminated must be aimed at triggering purchases and thus boosting in-store sales.

                                            Example of a product launch at VandB

Create a logical sequence leading to purchase, a calibrated, sensorial customer journey. Work on the message, the visuals and provide prospects with all the elements they need to make the decision to buy!

Note that products highlighted on screen are more likely to be sold: remember to link your stock levels to your digital signage system. Advertisements featuring a product that's out of stock can be automatically removed from the screens.

Your messages will vary according to your objectives (clearing stock, launching a product, making an offer, etc.) but also according to the seasons and current events. During sales periods, the communication levers to be activated will differ. Here are a few ideas for Marketing using weather-reactive digital signage.

3/ Staging the store to prolong the experience

You've created a message that's relevant enough to draw the prospect into your store, and even inspire the desire to buy. Now you can use the digital signage technology at your disposal to enhance your visitor's experience. 

What does experience mean?

It's all about preparing a cocktail for your customers that meets all their in-store needs, and their desire for a "seamless" journey between their online browsing and their in-store stay.

In concrete terms, this means :

• Remain consistent with your brand image to ensure that the customer stays in your world and to ensure a better brand recall rate (he's used to your image).
• Eliminate all possible frustrations at the point of sale to make the customer' s experience as pleasant as possible. Waiting time is a key issue, as is orientation in the store and ease of finding information.
• Have the same online and in-store policies to ensure that all your sales channels work together
• Focus on what digital can't do: provide sensations and emotion. In other words, set the scene for your point of sale, bring it to life, and give it that touch of pleasure that will make all the difference. This is what Triumph has achieved in its dealerships, by integrating screens into the store concept and broadcasting high value-added content.

Digital signage offers a number of advantages for retail networks wishing to digitalize and improve the customer experience and purchasing experience. However, communication screens also offer universal benefits that apply to the world of retail as well as internal communication:

• The famous Push method: screens broadcast messages passively, their power being to bring information to the target without any action on their part.
• The screen attracts the eye: your eye will always be drawn to a communication screen that's integrated into your environment by its size, brightness and dynamic content... much more powerful than a flyer or poster!
• Contextualized media : the screen is visible to a large number of people carrying on with their activities, while assimilating messages adapted to their environment. You can build an infinite number of communication scenarios based on their broadcast context.

"At Cenareo, we make it easy for you to access this medium, which enables you to reach your targets and objectives through emotion and engagement. By combining strong, contextualized content, pushed onto an attractive medium, you increase the impact of your communication tenfold."

 David Keribin, CEO & co-founder of Cenareo

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Cenareo supports point-of-sale managers wishing to digitize their establishments and switch to digital signage. If you have a project in mind and need more information, contact our team!