Using digital signage is one of the most simple and helpful ways to transform your current marketing or information strategy. Whether you are running a small boutique, an organization, or a growing franchise, digital signage will provide attractive and highly effective solutions to promote your product. A customers’ perception of a store depends on its exterior design. Most business owners release promotions for events by displaying traditional signage in their store windows. However, with recent technology trends, consumers are uninterested in old-fashioned signage and are attracted by modern forms of display, such as digital signs, video walls, and interactive touch screens.
While digital signage is very easy to use, there are a few tips we would like to share with you so you can know for sure how to use digital signage effectively and compellingly.
How to Use In-Store Digital Signage?
In-store advertising is an important element for retail operations. Digital signage is the best solution to help you speak to your customers.
As the owner or manager of a retail store today, you will need the advanced advertising features from the latest digital signage software. With their help, you can use attractive and highly effective signage designs to present, promote, and move inventories with a retail advertisement. By doing this, you can raise customer volumes, improve customer experience, and boost sales significantly.
Tips for Successful In-Store Advertising
1. Ad Placement
Good placement of in-store digital screen ads is all-important for boosting product sales rates. If you own or operate a store, ensure that your signage displays are compatible with your showroom structure and layout. Digital display screens should be placed in areas where most customers spend a lot of their time to maximize their exposure. They should also be positioned at a comfortable height for shoppers of all ages to view easily.
2. Ad Clarity and Conciseness
Use clear and concise language with visual content for your in-store digital ads. Most shoppers will only watch a video or textual presentation for a few moments. For this reason, your digital display signage ads should be short and to the point. Present your ad content with images and videos, text with headlines, and attractive animated designs to aid shoppers in viewing it.
3. Content Relevance
Be sure that you fully understand the desires and needs of your target audience. You should first gain a complete picture of your audience members and their lifestyles, preferences, and shopping requirements. So, this will enable you to create ads that focus sharply on their favorite products, needs, and buying habits.
4. Ad Quality
Give your in-store ad presentations a professional finishing touch. Ensure that they display the same high degree of quality that your other, external advertising content does. Use accurate data and engaging information when creating these on-screen store advertisements. Ensure that your digital ad signage screens are working at optimal performance levels to attract customer attention.
5. Ad Relevance and Store Credibility
Make sure that your in-store digital signage ads are relevant to your currently featured products, and seasonal inventories. If your ads are outdated or irrelevant, shoppers will lose interest, and your store may lose credibility. Meanwhile, organize a good marketing content plan that prompts your staff to update all in-store digital media ads and promotional materials as needed.
You can look at your in-store advertising and promotional displays as key elements for the final stage of your overall product marketing campaigns by using digital signage solutions. In other words, these attractive and compelling on-screen digital ads should “close the deal” for higher sales rates.
How to use Digital Signage in Retail
When it comes to selecting Digital Signage Display for use in your boutique, shop, or department store, you should always look for digital signage players or media players that are easy to set up with cloud-based management software to run your displays. This way, you do not need to worry about any complex wiring when setting up your displays. On top of that, you can manage multiple screens seamlessly with the centralized content management system.
Combining traditional retail marketing (both online and off) and digital signage marketing provides an array of benefits for any clothing retailer. Some of the most notable benefits of digital signage are the following:
1. Maximize Visibility
Using online and offline marketing tactics maximizes your clothing retailer’s reach and overall visibility. Another way to maximize your impressions is to use on-screen displays of similar or related items and services. This technique encourages greater sales conversions.
2. Leave a Lasting Impression
Combining digital signage advertising tactics and traditional retail tactics can help you to establish your brand as an authoritative voice in no time. When customers see your product information displayed on digital screens, instead of the traditional static signboards, they will be more receptive to the message and are more likely to recall what they’ve seen later. Using digital signage to display your store promotions can help you leave a lasting impression on customers.
3. In-Depth Data and Analytics
Interactive in-store screens are great resources for encouraging customers to enter their personal contact information while shopping. Use in-depth analytics to learn more about your current customers and the overall engagement you receive online, on social media, and even in-store based on individual digital signage campaigns you have launched. Receive in-depth analytics and reporting on your launch’s digital campaigns depending on your preferred and chosen software.
4. More Impulsive Buying
Shoppers tend to buy more products when they are presented, detailed or demonstrated on digital display signage. This is because of the visually exciting presentation of digital signage display, which can easily redirect shoppers’ attention to the store’s featured products or promotions. By taking advantage of this, you can encourage and motivate customers towards making an impulse purchase.
Digital Signage Strategies
1. Set Goals
Setting goals for your signage marketing strategy is one of the first steps to take when developing an online campaign. First, it is important to ask the following questions as they pertain to your clothing retail store:
- Who am I targeting with my retail signage software and who is most likely to visit my store?
- How can I appeal to my target customers in a way that is relevant and in a way that resonates genuinely?
- What type of metrics will I be monitoring and tracking? How do I determine which signs and which strategy is most effective for my customers and target audience?
- Am I using my digital displays to promote current offerings and discounts? Or am I trying to garner email subscribers and followers? What are the main goals I have in mind for my signage campaign?
- How long do I intend to showcase each of the individual signs I used to advertise products or promote my business and brand in-store?
- What type of tools or software do I intend to use to help with tracking and monitoring the data analytics? How will I track the results I receive from each digital campaign I launch using signage?
2. Define and measure KPIs
You are launching a digital marketing strategy, one that combines both offline and online marketing tactics. It is important to define which measurables are most important to you. Define your KPIs, or Key Performance Indicators, for each of the electronic signage campaigns you have in mind, before launching them live and collecting data in-store and online.
Consider your goals as well as the achievements you would like to reach with each of your campaigns, along with any budget you have set aside for the individual campaigns themselves. By setting measurable goals, you can streamline your electronic signage marketing strategy. This way, you ensure you are always maximizing your reach and appealing to the widest audience possible, both online and off.
3. Website and Social Media Presence
Developing an online presence is a must for any retail store or brand today, especially in such a highly competitive and saturated market. Retailers understand that to be taken seriously in today’s eCommerce industries, an online presence is imperative.
SEO is used to boost a website or brand’s overall ranking within top search engines, such as Google, DuckDuckGo, Yahoo!, and Bing. The more optimized your website and online presence is, the more likely your website’s URL appears within the first pages of top search engine results.
Having an established online presence can significantly help with a digital signage marketing strategy. This is especially if one of your goals is to appeal to those in your store and attract or garner a following from paying customers, or those who visit your store in person.
Use your online social media presence and website to effectively communicate and connect with your audience of followers and customers. Create a posting schedule to boost social media engagement, while getting to know more about your users’ wants and needs. Gathering input and comments from these interactions can also help you develop your own digital signage marketing strategies for your retail store.
4. Influencer Marketing
Many traditional retailers have turned to use influencer marketing to maximize their online and offline reach. Using influencer promotions in your store is also possible with the help of digital signage.
Influencer marketing provides an opportunity to work with an individual or specific brand that has amassed its following online. This influence is thanks to the popularity of social media. Today, many brands and marketers turn to influential Instagram, YouTube, and Tiktok influencers to help promote and endorse their brands and products.
Digital signage provides a great opportunity to implement influencer marketing by using videos and graphical promotional material. Working influencer marketing into your digital display strategy is another way to combine offline traditional retail strategies with digital advertising strategies. These are typically reserved for social media strategists and marketers in the field.
Digital Signage Applications
Data and media that you can display to your store audience and staff via your digital signage include the following:
- Mission Control Dashboards. Show all of your major dashboards, enabling your sales team to monitor their KPIs and stay updated on essential information.
- Video Playback. Display top-quality 720p, 1080p, and 4k native display with upscaled 8k display.
- Image Slideshow. Produce smooth, seamless content slideshows for advertising products or distributing internal store communications.
- RSS Newsfeeds. Have the latest top stories and data from your chosen RSS feed auto-displayed on your digital screens.
- HTML5 Content. Display your company website or other web content on your digital display signage.
ave the latest top stories and data from your chosen RSS feed auto-displayed on your digital screens.
- Seamless Loops. Ensure that your displayed content does not include any black frames as it loops.
Nowadays any marketer, manager, organization, or entrepreneur must understand how to use digital signage in a way that suits their product or business needs. When these parties understand the benefits of using digital signage and how to place it properly, your opportunities become virtually endless. After gathering all these tips and information for you, we have come up with a short, but handy solution to the question: “how to use digital signage?”
Digital signage should be used as a simple and attractive way to speak to your customers, maximize your business’ visibility, improve your sales, and get feedback from the end-user. However, using digital signage comes with some needed preparation: creating relevant and concise ads, setting goals, defining, and measuring KPIs, having a strong social media presence, and more. Digital signage also involves several strategies and applications, which you should study to determine which will fit your needs and business plan.