Retail is in the midst of a transformation aimed at improving the in-store customer experience. When customers enter a store, they want to learn about the products they find and get other information. However, they want to do this at their own speed and based on their interests without having to rely on staff. Customers want to feel free inside the store. Digital signage is a very useful tool that lets customers interact with brands and lets retailers improve customer engagement.
Businesses in the retail sector are digitizing. They want to know their customers’ interests, personalize communication and improve the shopping experience. Integrating tools like cameras, sensors, applications and Wi-Fi Analytics with artificial intelligence-based solutions into stores allows businesses to act according to customer interests. Beabloo’s Minerva is an example of smart digital signage. This artificial intelligence-based solution learns from parameters including audience preferences, demographic data (always respecting privacy), sales and inventory to optimize content management. During their shopping journey, customers positively react to the personalization achieved by solutions like Minerva, which also allows companies to optimize actions and processes.
The retail sector doesn’t just want customers to see content on digital signage screens. They want to increase customer engagement and incentivize purchases. This is possible by encouraging customer interactions with content using interactive digital signage. To make this happen, content shown on digital signage screens must include calls to action. These messages can be designed to collect customer information or opinions, encourage app downloads, and so on.
Calls to action can become measurable actions to see how effective marketing campaigns are. Below are some measurable ways to interact with customers:
- QR codes: These can be included in digital signage content. When customers scan the code, it can bring them to a website, download an app, or deliver coupons and offers, which customers always appreciate. It is one of the most useful tools for sending information to in-store customers. Also, once a customer downloads an app, the brand can use that to communicate with them.
- RFID tags integrated with digital signage: These tags can be placed on different products, and when a customer lifts one, nearby screens will show product information. If a customer lifts more than one product, the screen will show a comparison of the two items.
- Interactive surveys: Digital signage can be used as a point of contact for collecting customer opinions. Surveys presented on touch screens can be very useful for improving customer service. Integrated with audience analytics, they can also collect demographic information.
- Social networks: Get more followers and create community by connecting social networks to digital signage. Customers can share their opinions and see how their interactions are considered and valued by the brand. It also helps show the community supporting the brand.
Calls to action in digital signage messages are very important because without giving the audience a way to interact, brands will never know if customers are connecting with their messages. It also lets brands see if they are going in the right direction. To see if calls to action are effective, it is necessary to include ways to measure the ROI. This way, brands can optimize their content and messages. You can see how successful a campaign is by measuring, for example, the number of times a QR code has been scanned. These metrics are a huge help for seeing the progress and success rate of each campaign.
Stores must follow an omnichannel model to interact with customers through different channels and achieve more loyalty and engagement. Digital signage is a very useful tool for getting customers to interact with the brand in stores and bring that information home. It also helps blur the line between the online and offline worlds in stores, bringing the customer experience to a new level.