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[\/et_pb_text][et_pb_button button_url=”https:\/\/moodmedia.com\/wp-content\/uploads\/2020\/03\/5-Foundations-For-Successful-Retail-Digital-Signage.pdf” url_new_window=”on” button_text=”Download This Article” button_alignment=”left” _builder_version=”3.22.7″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#cd102f” button_border_color=”#cd102f” button_icon=”%%28%%” button_icon_color=”#cd102f” background_layout=”dark” hover_enabled=”0″ button_text_color_hover=”#cd102f” button_border_color_hover=”#ffffff” button_bg_color_hover=”#ffffff” saved_tabs=”all” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”on” button_text_color__hover=”#cd102f” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”on” button_border_color__hover=”#ffffff” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”on” button_bg_color__hover=”#ffffff” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off” sticky_enabled=”0″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22.3″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.7″ hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Before we talk about retail digital signage, it’s important to note that technology presents a bit of a contradiction when it comes to retail customer experience. Thanks to technology, online shopping continues to increase and foot traffic gradually decreases as we point and click deeper into the ocean of the digital age.<\/p>\n
However, as we\u2019re beginning to learn, technology is also one of the keys to increasing in-store dwell time and engagement via the visual appeal of digital signage<\/a>, video walls<\/a>, touchscreen technology and even digital shelving solutions<\/a>.<\/p>\n Why? Because experiences are just as important as convenience to today\u2019s tech savvy consumer \u2013 if not more.<\/p>\n Consider this stat: 78% of Millennials say that they would rather spend money on a desirable experience than buying something they want<\/strong> (Eventbrite \/ Harris Survey, 2014<\/a>).<\/p>\n In other words, experiences matter to shoppers – big time.<\/p>\n Here\u2019s another stat: 43% of consumers around the globe have been inspired to make a purchase based on digital content they viewed while in-store<\/strong> (Mood Media, 2019).<\/p>\n In other words, digital signage can significantly drive sales. Here we are with a target customer that prioritizes experience and convenience. They also highly value the appeal of technology, which can heavily influence their purchase decisions. On paper, retail digital signage checks off all of these boxes.<\/p>\n However, effective digital signage requires much more than just screens, media players and content. Whether you\u2019re operating an independently-owned local shop, a global retail brand or a business in between, you need to have a comprehensive strategy in place to ensure that your signage specifically addresses key business initiatives. In this article you\u2019ll learn about the five foundations for designing such a strategy, so that you can better position your business for success with this important technology.<\/p>\n <\/p>\n Deploying signage just for the sake of having it is a recipe for failure. Your signage needs to be designed with specific goals in mind if it\u2019s going to achieve the results you\u2019re looking for. In short, you need to document your digital signage strategy.When it comes to retail, signage has three primary purposes:<\/p>\n <\/p>\n Each business will prioritize these purposes differently. For example, if you\u2019re a small boutique apparel company, you\u2019ll likely want some ambient signage to help bring vibrancy to your space. On the other hand, if you\u2019re a large grocery store, then you probably prioritize leveraging signage for more promotional purposes. You may also want some touchscreen applications to enhance convenience and the level of customer engagement in your stores. As such, you\u2019d likely have a variety of touchpoints for signage, such as full-service departments, the coffee shop, or even the new endcap signage that is beginning to pop up.<\/p>\n Additionally, more businesses are beginning to put digital signage to work for internal communications. Workplace digital signage<\/a> is an incredibly effective way to boost training initiatives, motivate staff and further enhance the experience for employees.<\/p>\n No matter what type of business you own, make sure you understand the intended purpose behind retail digital signage before you make the investment. Also, when you first implement your solution, prioritize what is most important to the success of your business \u2013 aesthetic appeal, product promotion and customer or staff engagement. Doing so will help you determine your placement and content strategy.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”3.25″][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″]<\/p>\n When you\u2019re flying towards the bright lights of the world of retail digital signage, it\u2019s natural to want to cover your entire store (or network of stores) in screens right off the bat.<\/p>\n However, we highly recommend pilot testing your new solution for 90-180 days. Doing so will help you fine-tune your strategy. For a business with a single location, it\u2019s a good idea to pilot the signage in a select location before implementing in multiple areas. For regional, national or global retailers, we recommend testing in a single location or across a group of your highest volume stores. Common test variables include:<\/p>\n The provider you choose should be able to help you implement a pilot program, while helping you define specific goals during the pilot period. Once you learn what works, you can apply the same strategy as you scale throughout your store or across your footprint to truly make the most of your retail digital signage network.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2020\/02\/screens-hospitality-copy.jpg” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”3.23″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″]<\/p>\n Incorporating retail digital signage into your in-store experience makes a big statement to your customers. It can vastly improve customers\u2019 perception of your business and demonstrate that you care about their experience. In short, they will notice.<\/p>\n With those considerations in mind, you want to make sure that you\u2019re incorporating content that demands your customers\u2019 attention and addresses their needs. You need to put yourself in your customers\u2019 shoes and ask yourself:<\/p>\n Here are a few examples of retail applications and types of signage that will captivate viewers:<\/p>\n If you want really captivating content, it\u2019s always a good idea to work with an experienced content specialist. These professionals can work with existing assets and create new content to ensure that your signage is effective, alluring and fully-branded.<\/p>\n <\/p>\n Again, your retail digital signage content needs to be as relevant as possible with respect to both time and audience. For example, if you\u2019re still promoting the best swimwear in November, you\u2019re going to lose the attention of your guests. Your lack of attention to detail can reflect poorly on other aspects of your store.<\/p>\n Furthermore, if you\u2019re promoting the same thing week after week, regular customers will eventually begin to ignore your digital signage. Try creating multiple layouts or versions of the same message in different looks. You can also create a large library of \u201cevergreen\u201d content that can be swapped in and out often. Even the smallest changes, such as changing a background or the color of text will keep your audience engaged.<\/p>\n As a rule of thumb, aim to update your digital signage content at least once every 4 weeks, with major changes applied every season.<\/p>\n <\/p>\n Blank screens are not good. The sight of a dark screen can spoil the customer experience and give the impression that your company isn\u2019t on top of its game.<\/p>\n As is the case with any kind of technology, some digital signage solutions can be prone to technical issues, which is why it\u2019s so important to go with an experienced provider that offers reliable digital signage players, commercial grade screens, software and content creation. Such integrated solutions are designed to work in unison, ensuring maximum reliability and ease of use.<\/p>\n Additionally, you want a provider that also offers installation and on-site service. A reliable solution begins with proper installation, and in the event that something goes wrong, it\u2019s always good to know that your provider can send someone out to take care of any issues.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.7″]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.7″]<\/p>\n <\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”Short Contact Form (light background)” _builder_version=”4.9.7″ _module_preset=”default” global_module=”40485″]<\/p>\n#1: Know Your Retail Digital Signage Strategy<\/h3>\n
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#2: Start Small and Test<\/h3>\n
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media awareness<\/li>\n#3: Your Retail Digital Signage Must Draw Attention<\/h3>\n
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#4: Update Your Content Frequently<\/h3>\n
#5: Find A Reliable Service Provider<\/h3>\n
We hope this article has helped you establish a foundation for an effective retail digital signage strategy. For more information, contact our digital signage experts <\/span><\/a> and explore the possibilities for your business.<\/h4>\n
CONNECT WITH US<\/h2>\n
Contact us today and start driving greater guest loyalty at your property.<\/h4>\n