February 07, 2017

Before and After: 3 Ways Digital Signs Boost the Bottom Line in Retail

Have you noticed how quickly digital signs have snuck into stores? From the coffee shop to the fashion outlet, digital displays are nearly everywhere you make in-person purchases.

And there’s one reason why: they make money. It’s becoming clear that digital signs engage customers with brands, clarify product value props, and drive shoppers to the point of purchase. Ask yourself: which store would I rather be in

1. Speed

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Courtesy WeGotCoffee

Major coffee and fast casual restaurants are switching from clunky analog menus to digital displays. It doesn’t take a rocket scientist to see the visual improvement. But these displays solve a real problem for fast-paced retailers: customer flow management.

For quick service restaurants, especially those that do most of their business in the narrow hours of the morning rush or at dinnertime, moving customers from the front door to the counter is a real issue. Customers are already there to purchase—but they need to speed up their decision making. Digital signage provides clarity. Displays make it easier for customers to see and differentiate between menu items, shortening decision time. That keeps the line moving and increases sales volume.

Another benefit: because digital displays permit instant updates, retailers can test formats that make the line move quickest. They might find that featuring the top three menu items shaves seconds off decision making, or that subtle animation of display elements guides customers through the purchase process faster. With instant updates from a cloud-based software platform, format testing and seasonal menu changes are a snap.

2. Conversion

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Fashion retailers are increasingly using digital signs to show people what to wear and how to wear it. As opposed to static prints or solitary mannequins, these displays show people walking, running, and moving in the clothing. You might think digital displays like these are little more than in-store entertainment and branding. But there’s a hidden value: sales conversion.

Learn How Anheuser-Busch Scaled a 2,000 Display Place-Based Network

Here, the issue is getting browsers to purchase. How do you complete the so-called “last mile” of a sale? Digital signs in stores shorten this path by delivering a more human and relatable sales pitch—that barely seems like a pitch at all.

Some retailers display beautiful video of people wearing or using the product. Others use animations and text to illustrate the product’s main value props. Still others use a combination of digital signs throughout the store with visuals that subtly drive customers through the sales floor to the counter. There’s no one-size-fits-all strategy. Again, the beauty of digital signs (aside from how beautiful they look) is your ability to test and perfect what you display and when you display it for maximum conversion. 

3. Upsell

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When was the last time you read a coupon circular from front to back? Exactly. The same goes for static signs. We’ve trained ourselves to tune them out in the retail environment. But the human eye is attracted to movement. And movement on digital signage translates to movement of product.

So a shopper is ready to purchase one item. How do you get them to purchase two? Animations and video depicting sale offers, bundles, and any kind of upsell on digital signs are far more likely to drive customers to increase the size of their purchase than print signage.

It’s not just about being eye-catching. Video invites shoppers to spend more time engaging with the sign as the moving content plays out. The longer you have someone’s attention, the more you can drive home the deal. It’s not a chore to decipher the message. And dense text isn’t a problem because language can be spread over time.

Bottom line: digital displays boost the bottom line. That’s why most major retailers are plugging in. For more on digital signage in retail, head here