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Which CMS Features Improve In-Store Marketing Campaigns

The shopping experience is changing under the influence of new in-store marketing tools like dynamic digital signage, which bring new tech opportunities into the retail environment. This type of signage can achieve multiple missions, as it is much more than an attention-grabbing display. Digital signage can provide useful, interactive information (with touch-screen interfaces that can even show a customer how they would look in a particular product). But most importantly, it also collects raw in-store data and transforms it into relevant information for company strategy.

Companies need to consider key strategic points when employing dynamic digital signage as part of an in-store marketing campaign. Beyond the screen or device, the most important digital signage component is the content management system (CMS). It should be easy for customers to use, and effective when it comes to implementing the company marketing strategy. The CMS must be able to handle the digital content displayed, which often includes dynamic files, and to program, adapt, update and send content to in-store screens.

  1. Intelligent content creation automation

Screens must also display content that grabs the attention of customers with an increasingly short attention span. We recommend using smart tools that help develop and update content to make the process more simple, flexible and comfortable. It’s vital that your CMS includes intelligent data allocation, which allows you to see event timelines, KPIs and other relevant assets. This allows companies to automate content management functions like scheduling, and to react to KPIs, saving time for content creators and providing valuable visual information to influence your audience.

  1. Based on communication goals and formats

In addition to intelligent tools, the ability to implement company communication objectives through a content manager is the key to successful marketing campaigns. The CMS must translate goals and practices effectively. Several criteria should be examined when looking at a CMS, such as whether your business needs a centralized system that manages different visual platforms, or flexible scheduling tools that allow users to adjust displays to suit their needs. Another fundamental question is the ability to play different content formats such as static images, videos, personalized background graphics and web-based content.

  1. Tailored to the target audience

To attract store customers and activate their desire to purchase, you need first-hand knowledge of your target audience and the way in which they consume information. Placing push content in a lobby, when an on-premise CMS would be sufficient, is a different affair to achieving pull content that attracts distracted customers. A CMS capable of using dramatic hooks like social media content, or real-time market/company updates would be more suitable in the second scenario. The most creative screens generate hooks by automatically updating themselves with content collected from the web so there’s no need to edit. Most in-store audiences are on the move. This could lead retailers to use a CMS that can simultaneously display messages across multiple, strategically located screens in order to increase the probability that the target audience will observe and interact with the information.

  1. Global and multilingual

A 2016 study by Forrester Consulting surveyed 151 organizations in the United States and found that 48% of IT and business professionals were planning on switching to a global content management model in the next two years. However, the same study showed that while 92% of the companies surveyed faced the challenge of translating this content into different languages, only 29% integrated their content management system with a translation management system or language services provider. A CMS that integrates multilingual extensions and services can save considerable time and money when the business produces global content.

Transforming in-store marketing campaigns with digital signage requires extensive analytics and content creation skills as well as considerable flexibility. This requires a good CMS that saves time and money and is capable of funneling in-store customers to the “I want it” moment.

Guiomar Fernandez