Originally written for Retail NZ. Read the full blog post here: https://retailnzblog.wordpress.com/2020/08/27/content-ideas-to-get-you-out-of-your-digital-signage-rut/
Digital signage has gone from being a luxury purchase to a no-brainer investment for Kiwi retailers. It’s a simple and effective way to enhance the customer experience and provide information in a timely and engaging format, with the added bonus of being able to control it from one centralised location.
The digital signage hardware you invest in is an important factor that retailers get caught up in—you have to ensure it meets the demanding nature of a retail environment, with high brightness, a prolonged runtime, and lasting durability. What’s equally as important though, is to consider whether you’re maximising your investment by displaying the most engaging and relevant content for your audience.
We’ve come across this situation a few times. The displayed content is no longer valid, engaging or even remotely relevant, and that’s a let down when well-planned digital signage can have such a huge impact on the retail experience.
Content is King
Bill Gates famously penned that often quoted statement back in 1996, and it still rings true today. The content you choose to play in-store can make or break the customer experience, and the regularity with which you update this content also impacts the effectiveness of your message. If you’re stuck for ideas, we’ve compiled a helpful list that may just get you out of your digital signage rut.
Capture attention with Video
The beauty of digital signage is that you can use it for both static and dynamic content. If you want the most attention-grabbing medium, video should be on the top of your list. Rich media such as video naturally draws the eye and garners attention and engagement effortlessly. People are evolutionarily hard-wired to notice movement, so keep the content rolling by creating a series that plays on a loop or cycle for maximum effectiveness.
2. Promote and reward brand evangelism
Word of mouth is highly touted for its credibility, so use your displays to promote the brand reviews you receive online. Play a highlight reel of customer reviews and place gentle reminders around the store nudging customers toward sharing their experience online so your content remains fresh.
3. Put on a show in your shopfront
If you’re one of the lucky retailers with a storefront window, you know that changing out the display can be a costly and time-consuming affair—this is where digital signage could work as a virtual storefront. Transform the meaning of window shopping by bringing a digital experience right to the shop front and make the most of any foot traffic outside your store. It’s also far easier and considerably cheaper to replace the on-screen content when needed.
4. Wayfinding and endless aisles
If your store is large or busy enough, a map or directory would be incredibly useful to customers and by providing a streamlined shopping experience. You could even take it one step further and consider an ‘endless aisle’ solution where customers can browse your shelves through an interactive screen and purchase items that may be currently out of stock or flying off the shelves.
5. Highly responsive emergency messages
More than just a marketing tool, your digital signage can work double-time in emergencies. Display timely information when you need it, where people will see it. We’ve seen retailers switch out their digital signage from promotional material to COVID-19 guidelines and information in a pinch, providing clarity on how best to continue shopping while remaining compliant and safe in changing alert levels.
If you’re still in the process of finding the perfect digital signage solution for your needs, or if you’d like more information for your unique retail needs, get in touch today.
