As shown in the IV Estudio Anual de Digital Signage (IV Annual Digital Signage Study) published by IAB Spain, 85% of customers see digital signage as a way to provide updated additional information, and 73% of customers see it is a source of interaction and participation. Digital signage is an indispensable tool for brands and retailers because it encourages customers to interact with the product catalog and empowers them within the store. It is also a very efficient channel for personalizing and improving the shopping experience for customers.
Interactivity is one of the most important aspects of digital signage for customers and stores because customers want to feel empowered in the store. They like going at their own pace based on their interests without having to depend on staff. Digital signage also allows customers to receive and consult information on other channels, including mobile phones, thanks to the omnichannel model. Some of the advantages of digital signage are:
Personalizing information for customers
Digital signage combined with artificial intelligence can analyze huge amounts of in-store customer data collected in real time by cameras and sensors anonymously, respecting customer privacy. Once this demographic and behavioral data is analyzed, it offers information and products optimized for that moment and tailored to each customer. This captures their attention better and invites them to interact in order to learn more about the brand.
Improving the customer shopping experience
Digital signage offers detailed information about products and services, and can even process orders. Customers can avoid waiting to ask staff for more information about products by using interactive digital signage where they can find out the answers themselves in an entertaining way that increases engagement. Offering customers personalized treatment will ensure that they return to the store and recommend it to their friends.
There are countless ways that digital signage can improve the customer experience, especially when combined with tools that provide memorable services. For example, Beabloo’s Lift and Learn tool is based on intelligent shelves and interactive digital signage that gets customers involved with the brand by offering them an attractive experience with key products. When a customer picks up a product they are interested in, the screen automatically shows detailed information about it. If they pick up a second product, the screen will show a comparison of the two products with interactive information.
Bridging the gap between the online and offline worlds
Interactive digital screens are very useful for proximity marketing. Information displayed on screens can include scannable QR codes that direct customers to a website, offer them coupons and discounts, or download an app.
Another clear example is Mobile Engagement technology which perfectly joins online and offline experiences by sending information to customers’ smartphones through beacons placed around the store. Customers can receive relevant information, promotions and offers on the store’s app downloaded on their smartphones, or on digital signage screens that show specific information when they walk by. This makes customers interact with the brand at key moments, improving both sales and the customer experience.
Improving staff efficiency
Interactive digital signage implemented as an information point can free up the staff’s time so they can focus on other tasks. It is also useful for training staff companywide because it can provide constant information and instructions.
Digital signage combined with artificial intelligence allows for the development of solutions like Beabloo’s prototype Minerva which can be integrated with stock management systems to show only products that are available on screens. This helps boost certain products that are underselling.
Digital signage creates a better shopping experience for customers by providing a more attractive path that uses interactivity to improve engagement with the brand. The clear objective is that they come back. When keeping stores up to date to achieve this goal, recent studies and trends show that everyone from big brands to neighborhood stores need to have intelligent digital signage on their radars.