We live in a world where digital screens have become irreplaceable. Staying glued to our phones is a part of our usual routine. We are always hyper-connected via geotagged location. Social media is synced with our emails at all times. Push notifications notify us of the tiniest updates, and whatnot.
Similarly, the advent of e-commerce has given a tough competition to brick-and-mortar stores. Resultantly, businesses that want to stay competitive are fast switching to an omnichannel experience.
But, where does digital signage come in all of this? Interestingly, digital signage is a lot more than merely digitalized posters and advertisements. According to a report, retail digital signage alone has compounded an annual hike of a 15% growth rate in 2019, which is a powerful impact on the health of retail businesses.
What is retail omnichannel marketing?
Before we learn how to create a retail omnichannel customer experience using digital signage, we must be clear on what omnichannel marketing actually is.
In simplest terms, it is a strategy to create a cohesive sales approach for your brand, utilizing multiple channels. These can include websites, landing pages, social media pages, and mobile apps connected to a physical store so that you can unify your sales approach. It provides a seamless, consistent customer experience that can benefit you in multiple ways, including but not limited to;
- Increasing brand awareness and loyalty
- Informing and empowering consumers
- Collecting valuable data on customer habits
- Creating cross-sales opportunities
According to a recent report issued by MIT, around 80% of customers check products online as they stand inside the stores. The modern-day consumer wants to feel connected. They have swift access to the internet, and they would not hesitate to skim through products online. In the worst-case scenario, they may switch to another brand, if your store lacks the item.
Hence, an omnichannel marketing strategy is the smartest way to upgrade customer experience and accelerate your sales.
Where does digital signage fit in all of this?
Digital signage has evolved over the years. From attractive digital advertisements to personalized information based on demographics, they have come a long way.
Today, in-store retail digital signage is an important component for retail omnichannel marketing. They are the perfect advertising medium for customized information that can be updated with time.
With the establishment of personalization, digital signage took the next step of customer interaction. Using kiosks and other platforms, they can easily address the buyers’ needs. In addition, they can also extract insight into the customer journey segmentation. As a key tool for retail omnichannel marketing, retail digital signage actively reconciles the consumers to the retailer via a blend of physical and digital purchases.
As a retailer, you must uphold your physical presence and keep the brick-and-mortar store alive. However, the gap of customer digitization is real and needs to be bridged. Therefore, retail digital signage enables the retailer to keep up with online commerce’s popularity while still maintaining their physical location.
Retail digital signage for omnichannel outreach
While online retail has dominated for the past 20 years, we cannot exactly undermine the value of in-store trade. Above all, digital signage solutions in the physical stores are multifunctioning stand-alone boards. Consumers can not only engage with the brand via marketing materials, brand information, and other infographics, but these are in-store customer self-servicing kiosks that align with modern-day consumer behavior.
When interacting with digital signage, buyers get empowered with prompt information and updates, for instance, product and stock information, specifications, visuals, and discounts. As they stand within the premise of the store, they find the hybrid model a pleasant omnichannel experience.
Following are some statistics reflecting the importance of omnichannel marketing.
According to the Cisco Customer Experience report 2013, 34% of consumers preferred shopping from more than one channel, whereas 23% made in-store purchases based on online search.
Similarly, NCR Global Consumer Research reiterates that around 87% of consumers prefer similar ways to access products at physical stores – the fusion of digitized in-store customer experience.
How to create a retail omnichannel experience?
Companies are fast switching to omnichannel experience, and if you haven’t already, it is high time that you should. The point to be noted is that omnichannel experience differs from multichannel experience in the sense the former is a retail business model that employs multiple channels to create a cohesive sales lead.
Below are few tidbits you must consider when shifting your offline retail brand to an omnichannel experience.
1. Align your channels
Of course, all omnichannel experiences require you to stretch your brand over to all media. Once you have, customers are likely to skim through your online presence before they step into the physical store. You must align your channels on the same page with consistent information to avoid discrepancies.
2. In-store digital signage for advertisements
Get stand-alone digital signage to show-off your product range and advertise your best-sellers. A powerful marketing strategy is creating a “sales video” that runs on loop on a digital screen parked on the forefront.
3. Digital screens synced with promotions and discounts
Don’t leave all the discounts and coupons for website users alone. Station digital signage at several places around your store to showcase promotions, discount deals, coupons, rewards, and other tactics to seek the attention of and inform your customers. However, make sure the same deals are running on your social engines as well!
4. Blend in social networking with the real world
Digital signage and digital kiosks are customer-interactive tools with high potential. You can bring your social media pages to the digital screens hoisted to the forefront and feature hashtags or mentions to boost consumer engagement exponentially. There are multiple tactics to employ in an era of social media influence to provide in-store entertainment and get the customers coming back for more.
5. Retail digital signage in the dressing room
If you have a clothing store, you can let your customers enjoy the true essence of the omnichannel experience. Simply install digital signage in the dressing rooms for assistance. These interactive screens can help customers call for assistance, review product details, or request for additional sizes from the outside – without doing rounds to the counter.
In conclusion, the fusion of online and offline trade is essential for companies to stay afloat in an otherwise highly competitive retail environment. The hybridized model provides a seamless buying experience that can be tweaked, improved, and improvised to further empower the customers’ buying journeys.
The presence of interactive screens as digital signage and kiosks along with the “always-connected” customers have pressed on the importance of omnichannel marketing experiences, which has now become necessary to keep up with this digital evolution.