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It wasn’t that long ago that retail was in crisis talks. You know, when everyone said bricks-and-mortar was dead and the future was online? Luckily, we’ve settled firmly back into an equilibrium. People love shopping online, sure. But physical retail is back on the rise and one of the reasons is because of the experience retailers now provide.
Physical stores know that it’s harder than ever to get attention. It’s not just that customers aren’t passing by as much, it’s that when they do, their head is often elsewhere. It’s become a bit of a cliche to say we live in a “noisy world” but it’s true. Retailers and store owners are having to be incredibly innovative just to get people through the doors.
That’s where digital signage is gathering huge potential. When a customer has their head in their own screen, you need a way to make them look at yours. According to studies, 8/10 customers have entered a store because of a digital sign catching their interest. Digital signs are a literal advertising board, placed a metre from product, where you can give information, grab attention and turn heads.
In this article we discuss five reasons you need a digital sign for your storefront immediately.
1. Make content more relevant
It wasn’t too long ago that ad campaigns were for months and it was only social media that lasted a few seconds. Now, we’ve settled into a culture of content decay. Regardless of the medium, it takes a lot more than the same message on repeat to grab someone’s attention. Brands are all vying to be the one to stop someone from scrolling, if only for a second or two.
Therein lies the secret success of digital signage. Unlike printed signs and flyers, or huge costly advertising campaigns, updating digital signage is simple. Almost as simple as updating a Facebook status or an Instagram account. Delete a slide, add a new one or syndicate with something that’s already “live” like a news feed to keep your content always fresh, always up-to-date.
This allows you to make your storefront super relevant. You can add content for a specific day of the week, change product information as it comes in and choose carefully what content you show your audience and when.
2. Advertise - but for free
Big billboard advertising is expensive. Digital signage uses all of the same principles but it’s free, or super cheap at least. For the cost of a TV screen (hey, you may even have one laying around already), a cheap media device like an Amazon Fire TV Stick or more commercial grade device like our ScreenCloud OS device and a ScreenCloud Signage subscription, you have your own digital advertising board.
Outside of your storefront this makes for the perfect advertising display. You have complete content control and can share as many different messages as you like. Rather than being given a slot between two of your biggest competitors, you get to call the shots and decide which content gets shown and when.
This is a great way to use your physical footprint outside of your store as a campaign billboard.
3. Be social
If there’s one industry that’s firmly in the social media clique, it’s retail. Instagram, Snapchat, Twitter and Facebook bring the fashionista out in many shoppers who want to ‘gram, tweet and post about their latest purchases.
And even though we’re pretty full of social content, many shoppers still get a buzz from seeing their own recommendations and posts up on the big screen outside a storefront.
The social media apps from the ScreenCloud App Store, are perfect for increasing your social footprint and bringing it offline for all passers-by to see. 44% of shoppers admit to social media influencing their purchasing decisions. But what if that’s only after they enter your store?
Social media used in your storefront digital signage displays help you to gain more followers on channels and also gets people through the door in the first place. It also means your social media manager can share content from wherever they are (preferably a sun lounger) and your screens stay 100% fresh and relevant.
No messing around with the screen, no trying to find new digital signage content, just all of the content you already have, making your storefront look amazing.
4. Create personality
What does your storefront fascia really say about you? Sure it gives your name, but for the uninitiated that’s not much. It’s the entire reason store window displays were invented and why “visual merchandisers” are held in high regard. Getting people through the doors is often the hard bit.
On top of your awesome window displays, digital signage does a lot of the heavy lifting. It’s a way to create personality in your storefront and give people a reason to come in. Whether that’s through entertaining, informing, sharing offers or promoting the conversations and customers who already champion your brand.
You could go one step further and create content that radiates personality. Create interviews with your teams, a catwalk of customers modelling your product. Get images of your products out in the real world - in people’s kitchens or lounges, where customers can totally visualize how they’d look in their own homes.
The more creative the content, the better it will resonate with your audience.
5. Sell out
There’s nothing to make someone want a product more, than telling them they can’t have it. With digital signage, the simple ideas are often the best ones. Like the stores who put a literal countdown of the number of in-demand products they have left on the shelves.
Or the deli counter who began advertising hot chickens and had to make a “sold out” sign the same day.
Give people a taste of what you’re selling and let them do the rest. Digital signage is a great way to take this teaser, place it outside of your store and watch your items sell out as a result.
Get started today with a free trial of ScreenCloud.