Seizing the opportunity to draw more foot traffic and boost their brands, more retailers are using digital signage to replace outdated, static marketing campaigns, according to a recent Retail TouchPoints report.
Digital signs are being compared to having an extra sales associate on staff. Studies suggest that one in five people are persuaded by digital signage enough to purchase the advertised product. In fact, a whopping 76% of consumers have entered a a site because of “interesting” signage. Another 75% have told friends about a store simply because they were impressed by the signage.
Digital signage is also credited with increasing brand awareness by 47.7%, purchase amount by 29.5%, sales volumes by 31.8%, repeat buyers by 32.8%, and in-store traffic by 32.8%.
One reason for the attraction is that engaging digital signage can have a mesmerizing effect similar to television. Three top forms of content craved by crowds are promotional, educational, and informative. Content examples given in the report include:
Promotion Alerts – Just like signage of the past, customers are informed of promotions and events. Prices and dates can be revised in minutes instead of waiting for paper-based marketing to be shipped from corporate headquarters or the printer.
- Multi-campaigned Advertising – To keep consumers engrossed, signs can be programmed to run multiple campaigns at once, or on a customized schedule.
- Public Information – Widgets can be inserted into templates to display real-time public information like weather radar, trac updates, and news tickers.
- Educational Videos – Campaigns can incorporate videos that allow consumers to learn more about products without having to waste money and time on live demonstrations.
- Content Control – Controlling what content users do or don’t need to read is at the mercy of their fingertips. Let the audience take the wheel and steer themselves toward the content they want to see.
- Endless Aisle – Users can experience the same style of scroll-shopping they’d expect from their home computer. Endless Aisle allows users to browse through product catalogues based on their consumer profile.
- Wayfinding – The interactive wayfinding application showcases digitally recreated 3D locations. Users can easily locate a direct route to their destination. Wayfinding also proves to be a great tool for new employees, customers, and visitors who are unfamiliar with the lay of the land.
- Selfie App – Just like smart phones, digital kiosks can come equipped with a front facing camera. Users can take photos of themselves, then they have the option to email the pictures and/or upload them to showcase on the kiosk for everyone to see.
- Social Media Integrations – Social media ties in seamlessly with interactive intelligence, and is great for marketing exposure. Gain brand advocates through user generated content. Brands can connect with their customers on a personal level through social media integrations.