In today’s fast-moving consumer environment, retailers are increasingly turning to digital signage to enhance the in-store experience and keep pace with the e-commerce market. This technology has proven to be more than just a fleeting trend, establishing itself as an essential tool for operating a successful retail business with a growth rate expected to surpass $27 billion in 2018. But for retailers to reap the benefits of this technology, they need a well-implemented signage system. Such a system requires strategic planning – it cannot be left as an afterthought. There are a number of factors that must be considered when developing a proficient retail signage strategy.
Do Focus on Customer Experience
The primary purpose of having retail signage is to communicate with the customer in a way that improves the customer experience, and retailers should prioritize this goal when developing a signage strategy. Ask yourself, “How can I use digital signage to make my customer’s shopping journey more enjoyable?” These devices can do so much more than advertise; digital signage can offer convenience to consumers by streamlining the shopping process. It can be used to provide sales support, assistance, and even entertainment. By focusing first and foremost on offering convenience to consumers, retailers can create a positive and rewarding customer experience, resulting in an improved bottom line and a positive ROI.
Don’t Over-Complicate Content
Consumers can only take in so much information at one time – crowding your digital display with too many images or excessive text creates visual clutter, negatively affecting the success of your signage. To make the most of this technology, use a “less is more” approach. If you have a large message to share, consider a larger screen or multiple smaller screens to communicate the message. Brevity, clarity, and succinct wording are crucial to a successful digital signage strategy.
Do Give Thought To Location
When it comes to digital signage, location is key. Before considering placement, start by identifying what it is you want your digital sign to accomplish. Do you want to increase foot traffic? Promote a sale? Having a clear understanding of your goals will help determine strategic screen placement. Take into account eye level, glare from lighting, and potential viewing obstructions. A sign needs to be placed in an appropriate location where it can be seen, interpreted and ultimately drive consumer action.
Don’t Neglect Staff Training
Regardless of how advanced your digital signage system, today’s consumers still value face-to-face human interaction. For this reason, retailers shouldn’t overlook the importance of professional development for employees. Digital signage is most effective when the displays promote side-by-side selling. Thus, to see the biggest returns on investment, retailers should ensure sales associates are comfortable with the technology and have an understanding of assisted selling.
Do Hire A Professional
The scale of a typical retail digital signage installation often involves many moving parts that require precision and expertise. With today’s digital signage becoming increasingly networked, it’s imperative all moving parts are working together properly with as little downtime as possible. For this reason, deployment, especially for large retailers, should not be a do-it-yourself undertaking. An outsourced solution can provide retailers with everything from installation assistance to continued maintenance services.
There are some things retailers must consider before implementing a digital signage solution in order to ensure your investment yields the expected results. Proper planning is essential to digital signage success. The best way to maximize effectiveness is to surround yourself with experts in the field that can help you better understand this technology and can assist in developing a strategy that will fulfill your objectives. To learn more about digital signage in the retail space or to find out how Worldlink can assist with your deployment needs, contact us directly or follow us on Facebook!