South African retailer delivers digital journey with digital signage
With the ubiquity of online shopping, retailers have had to innovate just to keep up. Many retailers understand they need to offer more than just a product, they need to create an entire experience and journey for customers. Clicks, a health and beauty retail chain in South Africa, attempted to craft this experience with a digital signage and kiosk journey throughout its more than 600 stores and 500 in-store pharmacies across South Africa, according to a press release.
The retailer partnered with Moving Tactics, a South African digital signage company, to deploy displays throughout the entire store, starting at the windows and ending at the till points. Franta Pour, key accounts and advertising executive for Clicks, said the retailer selected dual panels for the displays since they stand out better in stores than a 16:9 screen. The company, however, did deploy bigger single panel display for the pharmacies due to their dispensary design.
The displays are built to inform customers as they walk throughout the store, with information on promotions, campaigns and supplier advertising. The solution continually reinforces messages so that the retailer can get its messages across to distracted customers.
"The Clicks digital signage network has been key in supporting Clicks marketing and sales campaigns, as well as supplier advertising, within our front shop and pharmacies," Pour said in an email to Digital Signage Today. "The digital signage solution enhances the Clicks customer journey throughout our stores and we have experienced a positive impact on our sales."
The retailer also saw a boost in dwell time at the screens. Chris Day, managing director of Moving Tactics, said that out of 2.2 million customers, the average dwell time was 14 seconds and the attention span was 7 seconds.
"It is extremely important to define the customer journey so that the in-store marketing and promotions space can be optimized in the most effective way to leverage the retailer's messages at the right time, to the right audience in the right space," Kevin Bierman, head of digital signage solutions at Moving Tactics, said in the release. "We carefully planned where the digital screens would be most visible and then aligned the content accordingly. For example, in the beauty section, make-up and beauty price promotions, gift offers and what’s new campaigns are flighted and the customer has the opportunity to engage with this content as she spends time in that department."
At the pharmacies, Moving Tactics also supplied queue management kiosks, allowing customers to take a ticket to secure their spot in line. The kiosk itself is a simple tablet, with step-by-step instructions on how to use the kiosk. The customer can also select to receive a text message when it is their turn, in case they are shopping while they wait.
Pour emphasized in the email that the retailer needed a solution that could be easily maintained and a team that supplied expert content design. This is a key lesson for retailers looking to deploy digital signage. Make sure to have a dedicated team either on the vendor side or in-house to develop excellent content. Customers won't waste their time on poorly designed or thought out content.
Images via Moving Tactics
Companies: Moving Tactics
Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.www