How to Dramatically Improve In-Store Marketing with Digital Signage

How to Dramatically Improve In-Store Marketing with Digital Signage

How to Dramatically Improve In-Store Marketing with Digital Signage

  • On February 1, 2022

It’s no secret that modern marketing is evolving as fast as ever, especially in the world of retail merchandising. As stores have to compete with the growing convenience of e-commerce, there is a growing need for retail business owners to raise the bar for in-store marketing and impress customers with innovative marketing campaigns. For that reason, and with the added challenge of the pandemic, encouraging shoppers to enter a brick and mortar store is proving more difficult than in the past.

However, getting shoppers to walk through your door is only half the battle. That’s where the value of strategic in-store marketing comes in; because a key part of attracting shoppers is making current shoppers want to return again and again. That’s why we believe digital signage is the tool you need to generate more loyal customers.

What is Digital Signage?

Digital signage is any electronic signage used to present marketing ads, menus, or any other type of digital messaging content that a business wants to display. It’s likely you’ve encountered digital signage installations in restaurants, walking down the street in windows or on billboards, at the bus stop, or even looking at paintings in a digital gallery.

Digital signage can serve a number of purposes, depending on the business or organization utilizing the technology. From providing a self-service option for shoppers, promoting a product, or just enhancing customer experience through visual entertainment, the applications are extensive.

Below are some common examples of digital signage in retail stores:

  • In-window unit: Window displays function as messaging that targets customers walking by your storefront, but they also set the tone for the type of in-store experience shoppers are about to have.
  • Interactive kiosks: Interactive signage adds an element of convenience for consumers, who often prefer self-service to in-person service in retail stores. Whether you’re implementing kiosks as wayfinding signage or self checkout services, this tech often elevates the standard customer experience to something more modern and memorable.
  • Digital menu board: Whether your retail store is a part of the food industry or not, you might have the need for a digital menu board that provides more convenience and accessibility to shoppers. Menu boards are also an effective way to up-sell and encourage impulse-buys.
  • Video wall: Video walls are perhaps the most impressive display of digital signage technology you can find. A wall-sized screen is an experience that will make your brand stick in the minds of shoppers.

Digital Signage and In-Store Marketing

As a digital signage company, we’ve observed how strategically leveraging digital signage boosts the impact of retail marketing tactics significantly. The typical marketing strategy already includes social media ads, email marketing campaigns, and other online-focused marketing efforts. These strategies help you generate buzz about your shop and get shoppers to make the trip to your physical store. But after that, what’s next? What can you do to make them want to come back again?

Give them a stellar customer experience with the use of digital signage. In-store advertising with the advantage of digital signage can improve shopper awareness of certain products, increase purchase decisions, and consequently, those customers often become your advocates once they leave. Let’s dive into how you can improve your in-store marketing.

5 Ways to Improve In-Store Marketing with Digital Signage

As a business owner, one of your goals is to avoid leaving your customers hanging. You need to give them a reason to stay, buy your product, tell their friends about their experience, and come back again. These 5 techniques can help you do just that:

1. Improve Customer Experience

The ways in which digital signage can improve customer experience are plentiful, but one example is utilizing wayfinding signage. If your store is large and difficult to navigate for newcomers, a wayfinding kiosk that shows the layout of a store can be a relief for shoppers who need help finding their way. These displays often include messaging content as well, so you’re not missing out on a marketing opportunity that shoppers are more likely to respond to.

Other types of digital store signage displays enhance customer experience as well, like the self-service kiosks mentioned above, or point of sale signage to increase checkout revenues with those impulse purchases. Modern signage technology has so many application possibilities, it’s up to you to decide how to use them.

2. Educate Consumers About Your Products 

Educating your customers about the benefits, features, and uses of your products and/or services is an important part of any in-store marketing strategy. Don’t assume your customers (whether they’re return shoppers or new ones) know anything about your products.

Sometimes, consumers don’t even know they need a product unless they’re made aware of its existence, so it’s a missed opportunity if you don’t take time to educate shoppers. Presenting digestible information and visual content about your products on a digital display helps shoppers learn what your brand is all about. Digital signage displays make it easy for you to promote new product launches, new service offerings, and increase shopper awareness of your products overall.

3. Display Dynamic Digital Content 

If you’re using traditional static signage in your retail stores, there’s only so much you can do to switch it up. There’s not much room for variation in a traditional sign, but it’s quite the opposite with digital signage. If you pair digital signage with a great CMS platform, you can easily automate a rotation of varied and creative signage content, including text, graphics, videos, etc. You can also use the CMS to make changes to your signage content from remote locations. With the advantage of cloud-based digital signage systems, you’re always in control of displays and can keep content fresh and updated from any location.

4. Up-Sell Anywhere, Anytime

Up-selling is a key tactic for any retailer that wants to increase sales, and when digital signage is involved, it becomes much easier to do. Here’s an example of how to up-sell with digital signage: If a shopper has made a purchase decision, a signage display (such as a self-service kiosk) can suggest another product or service in a way that is unobtrusive and unassuming. Shoppers often feel pressured when an employee or salesperson tries to up-sell them, but feel more comfortable with product suggestions from interactive signage.

Similarly, digital displays placed near a particular product or category are useful when promoting popular purchase combinations. For example, if a shopper is looking for back-to-school supplies, you might have a nearby display that promotes a new back-to-school kids clothing collection. The idea is to find an opportunity to cross-sell complementary products that have a higher value tag attached to them. This will help you increase overall sales and encourage shoppers to spend more time in your store.

5. Increase Brand Awareness

Digital signage is a great tool for creating more buzz and interest about your brand. A popular way to do that is through social media, which plays a huge role in digital marketing strategies, both in stores and out of stores. By displaying your social media content and handles, you can encourage shoppers to keep interacting with your brand even after they’ve left your store.

Another way to increase brand awareness with digital signage is to have engaging and educational signage content at end caps in stores, so your shoppers can learn more about who you are, your mission, and your products and services while they shop. Remember, brand awareness doesn’t just mean they know your name, it means they understand what you’re all about. The more educated customers walk out your door, the more you develop a loyal customer base to spread awareness of your brand. In addition, that knowledge learned from your signage content will create a path from making people aware of your brand to actually buying your products.

6. Develop Brand Consistency

You can use digital signage to remove any inconsistencies between your online and in-store branding. For example, if you’re relying on traditional static signage for in-store messaging, but have a more modern, fresh look on your website and ads, that’s a serious disconnect between the in-store and online brand experience. Use your signage displays and content management system to bridge that gap and create in-store messaging that lives up to how you promote your retail shop online.

In-store Marketing Tips

More and more retail businesses are leveraging digital signage as tools for their in-store marketing campaign. To make sure that you’re standing out from the crowd, here are 3 tips you can implement right away:

1. Be Intentional about Signage Placement

Make an effort to strategically place visually appealing displays in the areas of your shop that get the most foot traffic. This way, everyone who comes to your store will be fully informed about any incentives, discounts, store promotions, or sales that are going on. Remember, the placement of the signage determines the impact your messaging has on your audience.

2. Relevancy to Products

Simply put, you don’t want to have an ad for baby shampoo in an aisle displaying frozen pizzas. Take the opportunities throughout your store to place strategic signage where shoppers will be interested in them. Think about a typical shopper’s decision-making process and what people in certain aisles may be looking for. Then you can decide which products and promotions might be of the highest interest to them.

3. Quality Of The Ads Displayed

If the images, videos, or text used in your digital displays are not up to par with today’s retail standards, then you’ll probably see a lower rate of success and miss some opportunities. It’s important to make sure the visuals are vibrant and attention-getting and the text is clear and persuasive. Luckily, digital signage companies like Keyser offer services to get your content up to par with the best retailers out there.

Take the Next Steps with Keyser

If your business is considering taking the next step in modern in-store marketing, contact Keyser today to learn more about how digital signage can change the game. We’ll get you started on your journey to utilizing signage solutions for better in-store marketing.


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