How Digital Signage Increases Retail Sales
WRITTEN BY: Nate Rubin, 11-14-2021
Finding a competitive edge and a way how to improve sales in retail is never easy. More and more retailers, however, are adopting digital signage as a tool to boost their overall sales numbers—with great results. With that said, here’s how to increase sales in retail with digital signage.
Digital signage as a tool to increase retail sales
Digital retail signage simply refers to the use of screens and other digital displays to communicate with shoppers. The best retail digital signage draws shoppers in, solves their needs, and—of course—encourages them to buy your product and become repeat customers.
The types of digital signage displays used by retailers include:
- Point-of-sale (POS) screens
- In-store interactive displays
- Front-of-store screens
- Touchscreen tablets
- Stunning video walls
Advantages and disadvantages of digital signage in retail
First, let’s take a look at some of the ways that digital signage can be used to increase conversion rates in sales
1. You can attract window shoppers with hot sales and promotions
If you want to increase your retail sales, the very first thing you need to do is get more customers into your store. This is where digital signage for retail really stands out from the pack and gives retailers a competitive advantage.
The reason being that showcasing limited-time sales and promotions on high-definition screens is a guaranteed way for your shop to pique the interest of potential shoppers that happen to be passing by your store—in turn, leading to higher sales.
In contrast to traditional signs, which are costly to constantly need to update, digital retail signage is always easy to update and is much more pleasing to the eye.
2. Great content helps you sell
Content makes a big impact, so your screens are an effective tool. The success of retail digital signage comes down to the content that runs on it. However, content that is boring, jumbled, or unappealing for whatever reason won’t lead to boosted sales for your store.
That’s why creating content that is eye-catching, dynamic, and moves customers to action is an absolute must. This means following digital signage content methods and practices that have been shown to work over time. Things like always using high contrast colors, straying away from cluttered designs, and using strong calls-to-action whenever possible. After you’ve nailed the basics down, then let your creativity flourish.
TelemetryTV users can use Canva to create high-quality content to run on their screens for free.
3. A valuable tool to build brand awareness
There are loads of evidence that suggest brand recognition is one of the main drivers of improving conversion rates in retail. For that reason, digital signage displays placed at the entrance and inside your store can be an opportunity to boost your brand’s name recognition.
First and foremost, this means sticking to a coherent brand theme, strategy, and image when crafting content for your screens. But, second and more importantly, it means using screens in new and unique ways that are only enabled by digital signage.
A few examples of boosting brand awareness with digital signage include:
- Telling your brand’s unique story through videos on your screens.
- Using motion graphics and other catchy visuals to make more memorable brand experiences in the minds of shoppers.
- Showcasing your brand loyalty programs to drive repeat customers.
- Highlighting your brand’s contributions to society such as charity drives, use of sustainable materials, and support of popular movements.
Just remember to always come off as authentic and transparent or you’ll risk turning consumers off to your brand.
4. You can improve the in-store shopping experience
Improving customer experience, and in turn, dwell time have both been shown to lead to higher sales. In fact, according to one study, for every 1% increase in dwell time, aka the amount of time spent in-store, there is also a 1.3% increase in sales.
In-store digital displays can be used as a tool to maximize and improve customer dwell time. There are many ways to do this.
For example, screens can display interesting and visually appealing visuals that boost the ambiance of your store. Or touchscreen retail screens could be deployed to allow shoppers to explore your online stock as well—blending your physical and digital shopping experience into one.
As long as you are giving customers helpful, engaging, and entertaining content, then it will no doubt lead to longer dwell times and better sales.
Lastly, the disadvantages.
Digital signage will take an initial upfront investment. And there is something of a learning curve for those who are less than tech savvy. Also, digital screens consume energy unlike traditional signs. They may need to be updated or replaced years down the line as well, although by the time that’s necessary they will have paid for themselves many times over through increased engagement, and ultimately, increased sales.
How to calculate the efficiency of digital signage in retail
There are several ways you can measure the success of your retail digital signage.
The best, however, is by using real-time digital sales dashboards. These dashboards, which are integrated into the TelemetryTV platform, allow retailers to track their sales numbers, leads, sales campaigns, sales targets and objectives, KPIs, market penetration, upsells, demographic trends, and much more. What’s better, the data is all shown in a highly digestible manner.
Other methods include audits and business analytics software.
The numbers will be clear in terms of whether sales are increasing. Your digital signage CMS will include data processing that will help you to understand exactly how your content is affecting your customers.
Your CMS can be used for more than just data related to content. You can analyze a trove of relevant data all in one place. This will aid greatly with business analytics, allowing you to make more informed choices moving forward.
For audits, your CMS can also be very useful. A lot of insightful and telling data can be accessed at the tap of a button.
TelemetryTV is an affordable digital signage software that comes built-in with a variety of apps and features that can help retailers improve their sales. To find out more, visit TelemetryTV today.
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