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Retail digital signage 101

The original idea of customer engagement is to bring value to your clients and simultaneously satisfy their needs. Therefore, you need to know how to utilize your advertising displays most efficiently and reach your audience in the right place and at the right time.

November 9, 2018 by Egor Belenkov — CEO, Kitcast

This is part one of a two part series analyzing key considerations for retail digital signage.

While digital signage becomes more widespread among retail business owners, the understanding of customer retention tactics becomes crucial.

The original idea of customer engagement is to bring value to your clients and simultaneously satisfy their needs. Therefore, you need to know how to utilize your advertising displays most efficiently and reach your audience in the right place and at the right time.

One important thing that you should keep in mind is that offline businesses are not just competing with each other. They need to be inventive to compete with more flexible online alternatives. That’s where a smart digital signage content creation may come in handy.

As most of the entrepreneurs know, keeping a higher retention rate is more cost-efficient than acquiring new clients. And it doesn’t really matter whether you knew it originally or learned from your mistakes. The idea is to retain your clients and keep them loyal to your brand as long as possible.

In today's article, we’ll provide you with the fundamentals of the digital signage content creation. This should help you boost your customer retention metrics and, therefore, increase your retail business conversion rate.

Customer satisfaction is key

First of all, it's 2018, and you won't find a business that manages to keep customers coming back without satisfying their needs.

Let's remember our old pal Gary Vee and keep in mind his idea of delivering value as one of the pillars of your possible success. Do you know what offline stores were missing to these days? That's right, a bigger set of tools for satisfying your client's needs.

How often do you see people wandering around the shelves, looking into some product and trying to google reviews, feedback and opinions online? Your offline store won't have to deal with this again with digital signage in retail.

The number of ways how you can improve the customer’s experience in your store with advertising displays goes beyond your imagination. That's because with proper software you get a chance to deliver any kind of dynamic content. You craft your own success here.

The most obvious, yet practical ideas would include:

• in-store navigation.
• dynamic shelf displays.
• constantly update of the reviews.
• price comparison tables.
• price match offers.

Digital labels can keep your customers informed about the stock data, best product features and even let them know there's a new model they should check out asap.

Determine what you stand for

Studies show that more than 60 percent of clients usually keep their loyalty to a specific brand due to having similar life attitude and values. That’s what we mean when we say ‘stand for something.’

When you start working on your brand bible, you probably begin with setting core values that your brand commits to. We bet you know how hard it is to convey all the points your brands looks up to and not to lose the clients attention.

The best way to change that is to use digital signage network solutions to present your messages an ideas to your clients. Then you can gradually provide the information and reach people’s minds step by step, enrich their involvement in the brand’s life.

Use your advertising displays as a platform for establishing your brand’s identity, as a stage where you preach and keep your followers informed and inspired.

Stay tuned next time when we discuss analytics, placement and interactivity.

Image via Istock.com.

About Egor Belenkov

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