We do everything not to be forgotten. Especially in the retail industry everything is about one main goal: customer engagement. The idea is always to reinvent the wheel, to create new impulses, to be different than the competition – online and offline. Everything should be done to engage the customer.
“Stopping advertising to save money is like stopping your watch to save time.”
Henry Ford, 1863 – 1947
Customer Engagement through Digitalization
Digitalization can’t be stopped anymore. It’s being fueled by customers’ desire to consume everything at any given time. But is it really the prognosticated end of the retail industry because it is being replaced by e-commerce?
If you believe the recent studies, every tenth retail store is going to have to close down by 2020. But change often offers possibilities, especially to those who are open minded. Digital Signage is a great example for a platform that can help tighten customer engagement to classic retail business. Thanks to the technological progress there are many opportunities to improve your retail store with strategically placed screens to create a unique shopping experience. In addition, the use of modern media at the POS allows you to grow your customer base and improve customer engagement.
The increased flood of information and advertising creates barriers for customers that we have to overcome. Combining retail and Digital Signage is a good way to do that. So it comes as no surprise that the classic way of presenting products is now being supported by modern flat screen displays in many stores.
But how do you get the attention of those, who are constantly staring at their smartphones? By presenting them with ever changing content: a picture says more than a thousand words, especially when it is moving.
It’s All in the Mix
The decision to buy something is usually made by customers intuitively and within a millisecond. 70% of the time right at the POS. This is a huge potential you can use. Shopping experience is an essential element! Customers don’t want to think for too long, so the easier it is to find and digest information, the more likely they are to accept it. Content is the main aspect here. If you combine advertisement with product information, you create added benefits and therefore customer engagement: Entertainment meets Infotainment, content is still king.
Omnichannel Solution Thanks to Digical
Trust and service create customer engagement. These are factors that the retail business can provide in a fantastic way: Digical! Digical is the combination of analog and digital processes. Using an integrated Digital Signage solution turns your POS into an interactive place where online and offline advantages meet. The customer can physically touch and feel the quality of your products, while he can use the transparency of the online world to select other colors or models in your online shop. This way your business your business will be recognized as being modern and innovative.
The technical process is being sped up by the Internet of Things (IoT). In the near future, we will not only be using digital screens, but other sensors and actuators that will be able to run reactions to specific, individual customer actions. This creates a showroom atmosphere that invites people to purchase, because the boring shop floor has suddenly become an exciting environment that makes shopping an adventure and stays in customers’ minds. A new way to explore customer loyalty.
Attention through Interaction
If your Digital Signage installation is also a touch pad, it can be used as an interactive medium, where customers can scroll through your content. Your brand experience is enhanced through this interaction, because as a 360 concept, it stimulates all the senses. The emotional images in your Digital Signage solution activate the limbic system in your customer’s brain, which is the headquarter of all purchasing decisions. If you can create a lasting impression, you will be very successful when it comes to customer engagement and loyalty.
Millennials and Best Ager – Two Target Groups, One Medium
One group is young, tech savvy and dynamic, the other is, too: Millennials, Gen Y, Digital Natives are all describing the same young generation. They grew up with the Internet, are used to digital social communication and having all products available in real time. Digital Signage can build a bridge, because by combining the digital and the real world, you can capture the Millennials’ attention and push your brand.
Best Ager on the other hand are the target group with the largest purchasing power. They can also be targeted with the right content in a Digital Signage installation. Thanks to its flexibility, the displayed information can be designed in a way, that is interesting to both young and old. Technological add-ons, like face recognition, allow you to selectively show content that is individually targeted.
Long-term customer engagement often fails because of cognitive dissonance that is created when the expectations are very different from the actual product features. Many times, the result is that a customer is not going to buy in your store again. But it doesn’t have to be this way: Digital Signage can be a positive add on to your store. By including social media channels or platforms like TripAdvisor you give customers the chance to profit from comments previous buyers have made, and also allow them to write their own reviews on the spot. This creates transparency and builds trust.
Cross Media Marketing
There are a lot of opportunities for the retail industry to stay successful by improving customer loyalty. For one, online shops can’t replace a competent consultation on an emotional and social level. If you are ready to try something new and look at the digital age as an opportunity, there are some amazing possibilities out there. You can use Digital Signage solutions successfully in many different areas. Combine it with the right Software, and you can create varied, interesting content in no time. This way you offer a new experience to your customers. Storytelling, Infotainment or Entertainment: if you create the right content strategy for your target audience, you can see for yourself how digital tools can successfully help you to engage your customers. At the same time you will be able to recognize an increase in customer loyalty. This will have a positive effect on your business and your brand.