Shopping centers are designed as an escape from reality, filled with all kinds of offers and stimuli, including stores, restaurants, movie theaters, bowling alleys and so on. As well as being places to meet and consume, malls are multi-sensory spaces that target universal consumers. Shopping centers are still very important despite significant increases in online shopping. Interestingly, online and offline sales are increasingly connected. The shopping process starts online and ends in stores: even though 7 out of 10 Spanish consumers buy online, 83% continue going to shopping centers, according to the recent IAB Annual eCommerce Study. Customers still enjoy going shopping in malls and stores.
Due to this, online sales will never replace offline shopping, and vice versa. Both channels need to support each other to improve the customer experience and increase sales. Large shopping centers aren’t going to disappear. It is essential to tap into the customer’s emotions and senses to give them new sensations. This makes digital screens an excellent ally for shopping centers. Used optimally, digital screens can help increase sales and improve the customer experience. The current goal of intelligent digital signage is therefore to unify multichannel practices.
The services offered by digital screens allow businesses to communicate directly and personally with customers, capture attention inside a shopping center, and attract shoppers into their store. Today, retail businesses aren’t simply aiming to attract customer attention, they also want to improve their shopping experience. Interactive screens can fundamentally support shopping center customers in various ways:
- It is important to grab potential buyers’ attention when they arrive at the shopping center, when they pass in front of store windows and inside individual stores. The best way for retail businesses to achieve this is to display their products and services to customers in creative and attention-grabbing ways. Modern customers want to feel special and digital screens are the best way to empower them.
- Screens can work as contemporary information points. These solutions can be an excellent way to welcome customers when they enter a shopping center, or provide wayfinding services that guide customers. An interactive screen makes it easier to find a specific store or plan a route around a shopping center. This allows customers to optimize time by locating favorite stores and restaurants in advance. Screens can also inform customers of specific events happening at the shopping center or in their favorite stores, and provide them with news and offers, including coupons they can download onto a mobile device. This interactivity provides added value that standard “you are here” maps cannot beat.
- Digital screens can also be automatically and instantly updated. This avoids having to hang printed ads or announcements on shopping center bulletin boards, which quickly become outdated and need refreshing. Digital screens quickly allow stores and shopping centers to share information about stores, sales, offers, special events, or any other content they want to promote, quickly and easily. Thanks to services like the Beabloo solutions included in the ACIS tool, digital screens can offer efficient and increasingly personalized information. This allows shopping centers and stores to provide passersby with precise information including schedule changes, events and store news.
- Intelligent digital screens help increase sales at the different stores located inside shopping centers. One of the most important aspects is location. Digital screens can be strategically positioned to ensure they are seen by the largest possible number of customers. Digital signage can guide people towards stores and incentivize entry using different types of content. Once the customer is inside the store, digital screens can help buyers obtain information about the products, product characteristics and related products they might be interested in. They can also offer coupons or discounts to incentivize purchases.
Digital screens ensure everyone wins: customers, stores and shopping centers. People are spending more and more time at shopping centers, so intelligent digital screens must do more than simply provide information; they also have to entertain and interact with customers, showing interesting and attractive content that adds value to the shopping experience.