The first point of contact a possible customer has with a store is the store window, so it is fundamental that it attracts attention and transmits information to turn passersby into possible buyers. The key is to generate a stimulus that makes people want to enter the store. The best way to optimize your store window and keep up with the latest trends is through digitization.
The digital transformation that companies are undergoing isn’t limited to online businesses. Any store that wants to attract clients to their products should incorporate digital components at the physical point of sale. Customers identify with digital language, so physical stores should establish this line of communication with customers through the most exposed and immediately visible part of the store: the store window.
A store window with centralized, automated digital signage supported by artificial intelligence can be much more than just an attractive audiovisual poster. If the screens are equipped with a camera, you can show personalized ads to customers by analyzing their profiles (detecting demographic data) anonymously and always respecting customer privacy. Another interesting characteristic of digital signage is that it can show content, products and offers in various formats, including text, image, sound, animation, video and QR codes.
A digitized store window serves two purposes. On the one hand, it incorporates analytics technology that analyzes customers and learns how to make their shopping experience better. On the other hand, this analysis allows the signage to efficiently communicate with customers through personalized messages which improves customer engagement with the brand. By implementing a store window with video analytics and an integrated, intelligent CMS, retailers can understand their audience better and display messages based on who is looking and what they want to see in real time. This also lets companies know which ad campaigns achieve the best results.
The characteristics of an optimized digitized store window implemented by Beabloo include:
- Digital signage: it should be much more than just an attractive screen to garner attention from customers. Beabloo video walls offer personalized information to whoever is standing in front of them thanks to analytics technology with integrated cameras. These cameras anonymously process buyer data in-store while still respecting customer privacy. These data collection tools allow you to analyze data including customer traffic in front of the store window, customer demographics and attention time. Tools like Dynamic Digital Signage allow you to analyze who is in front of your store window. You can also segment your customers, show content based on gender and age range, control efficiency and indicate which messages have been seen the most on each device.
- CMS: the digital content displayed on the screens requires a CMS to program, adapt, update and send it to in-store screens. An intelligent CMS can automate content management elements like programming and reacts to key indicators which saves work and provides valuable visual information that influences audiences and invites them into the store. It also lets you control screens in your store remotely, meaning you can turn on and off the store window display from anywhere in the world.
- Omnichannel communication: it is essential for companies to use an omnichannel strategy. This coordinates content across the different points of contact a customer can use to engage with the brand in real time. Customers need to receive coherent, homogeneous information from brands across all channels, whether it’s on a screen or a mobile notification, to improve customer engagement with the brand. Only a centralized and integrated system can make this happen.
- Artificial intelligence: it can make connections between what is on the screen and store inventory, for example. Minerva, Beabloo’s digital signage prototype powered by artificial intelligence, can connect with inventory management to automatically display only those products which are in stock on the screens. Customers will never see a product in the store window that they cannot find in the store. Minerva will also give preference to ads with underselling products to give them more exposure. All of this is done intelligently and automatically.
There are so many digital channels to encourage customer engagement, but it is the store window, the first point of contact, that draws customers into the store. It’s no exaggeration to say that digitizing the store window should be the number one priority for a store. A digital store window is more than just good looks. To improve engagement with customers, it’s important to talk to them directly and not with generic messages. They should feel as if the store window understands them and is speaking with them directly.