With online shopping transforming the way consumers make purchasing decisions and engage with brands, brick and mortar retailers are experiencing added pressure to drive customers in-store while meeting their digital expectations. According to Olaf Swantee, CEO of UK-based telecommunications company EE, “73 percent of shoppers will abandon purchases if they have to wait longer than five minutes to make that purchase, meaning British retailers stand to lose £1.04 billion a year because of long queues at the checkout.”
To meet consumers’ digital expectations in store, retailers need to embrace consumers’ desire to connect and engage with brands digitally and across multiple devices—“Retailers need to turn the brick and mortar store into an interactive digital experience and one that seamlessly touches the consumer across channels and devices,” Swantee says.
Digital signage is one dynamic tactic to engage customers and meet their needs for connectivity, taking your brand beyond the traditional, physical norms of brick and mortar. Retailers use digital signage displays to showcase products, branded videos and services. Here we share how digital signage can be an effective tool for fulfilling your customers’ digital expectations while promoting your brand and employees in-store.
Creating an Immersive Customer Experience
Digital signage gives retailers the opportunity to engage customers in-store by creating an immersive shopping experience. This could include displaying digital content that engages and entertains the customer while shopping through interactive apps, digital touch screens or highly visual displays.
“If customers feel entertained in the purchasing environment, they will create strong bonds to the brand,” says Kristine Lauritsen, PR Manager for Johannes Torpe Studios Denmark. “If retail designs can offer brand value to customers by their physical presence in the store, it will keep them coming back.”
These engaging experiences, which will increase brand affinity, can help your staff convert interactions with customers into sales.
The latest redesign of Burberry Regent Street is an example of how one retailer incorporated an immersive digital experience into the traditional brick and mortar setting. According to Retail Innovation, the building redesign incorporated a digitally enabled gallery, 500 speakers and 100 screens including the “tallest indoor retail screen in the world.” The digital screen engages customers through dynamic brand content. Mirrors throughout the store also serve a dual purpose as additional digital screens that display runway footage, exclusive video and live streaming.
Turning Store Associates Into Brand Experts
Your staff also has the ability to embrace digital tools, like tablets and smartphones, to fulfill consumers’ desire for connectivity and visual engagement in-store. At Burberry Regent Street, store associates use iPad apps that provide customer purchase history and shopping preferences so they can create an experience tailored to the consumer.
For example, an associate can look at the customer’s shopping history and discover he or she recently purchased a specific garment in-store or online. The associate can then select current items that would complement the customer’s latest purchase, delivering a personalised shopping experience.
Training your staff to experiment with and utilise mobile-based collaborative tools can empower associates to embrace the connected consumer, create memorable experiences in-store and become more effective sales professionals.
Incorporating digital signage into your retail locations is imperative for reaching tech-savvy consumers and driving in-store sales. For more information about how you can embrace shoppers using digital signage and drive revenue as a result, download “5 Ways Retailers Can Use Digital Signage to Engage Consumers and Increase Sales.”