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Digital Signage as Retail Marketing Strategy

By CIOReview | Thursday, April 26, 2018

Brick and mortar retail stores today compete against not merely one another, but also the online stores that offer consumers the luxury of ordering products through smartphones or personal computers, prompting the brick and mortar stores to reinvent their consumer engagement strategies. Tapping into the buyer psychology and using technology to provide a state-of-the-art engaging experience, offers greater potential to boost the revenues of offline stores.

Consumers visiting stores, often seek a first-hand feel of using the products of their choice. Therefore, enabling a differentiating experience by allowing the visitors to try out the products and engage with product specialists is a strategy bound to win. Leveraging digital signage to provide product information that matters to a consumer complements the engagement process. Moreover, in addition to guaranteeing an enhanced shopper experience, digital signage offers significant benefits for merchants. For example, unlike a static banner, digital screens allow the stores to relay information on multiple products, thereby enabling a more judicious use of real estate. Further, using the screens to display information on additional services and promotions that consumers can avail to their advantage, makes a clever marketing strategy that can significantly boost sales.

In terms of displaying product information, retail marketing strategists emphasize incorporating story-telling techniques and social media features to reach out to consumers and obtain their feedback on the services, which helps the stores initiate measures to improve their services. The data collected through digital devices provides a quantitative and qualitative measure of the stores’ outreach to their customers. Therefore, strategic deployment of digital signage guarantees good returns to retailers.