In-store shopping may still be popular in this digital age, but most of today's customers can't be sold solely with traditional marketing. To tell your brand's story and consistently market your merchandise, you'll need sophisticated digital marketing tools – and digital signage is one of the most effective.
As with any other marketing method, however, the quality and relevance of your content will determine your success. To take full advantage of digital signage, you'll need to use many types of content, several of which aren't even possible with static, paper-based signs. The following are a few of the best types of digital content for your retail outlets.
Image and Video Presentations:
Because they're (usually) connected to a cloud or hard drive, digital signs allow you to display hundreds of images with a single screen. Instead of displaying just one or a handful of products of interest, you can advertise a wide variety of sales and popular merchandise with rolling images. Better yet, you can take advantage of video to create dynamic displays that capture customers' attention far better than still pictures.
Calendars and Schedules:
Calendars are a great way to generate repeat business by advertising upcoming promotions and events. While it may be a hassle to constantly create new paper-based calendars, digital signs allow you to make small changes any time you see a new opportunity for a sale or event.
Date, Time and Weather:
Date, time, weather and other generic information may not directly sell your products, but these features enhance the in-store experience for busy consumers on the go. If you've got the extra screen space, display these and other helpful info at your entrance, at checkout and at other helpful locations throughout your store.
Even if you use calendars to display months' worth of sales, there are a probably a few upcoming events you'll want to highlight with larger displays. Using either a dedicated screen or the same one you use for your calendars and schedules, create larger images and video presentations to tell customers how they can save money at your outlet in the future.
Maps and Directories:
Do you run a large store with multiple departments? If so, you might want to use digital signage to create maps and directories to help customers find their way around. The ease or difficulty of finding important items can drastically sway customers toward one store or another, and you can gain competitive advantage by making your store easy to navigate.
Depending on the types of products you sell, you may have a variety of other information or entertainment you want to display on your signs – social media, sports scores, stock tickers and more. Deign custom RSS feeds to cater to your customers' desires, and make your outlet as much a hub for information and entertainment as it is a place to get physical merchandise.
Creating Great Content:
Now you know several types of useful content for your digital signs, but it's just as important to create these displays with a few factors in mind. Quality content should be:
Targeted. Who is your customer base? Consider their ages, income levels and common concerns to create ads that will appeal to as many of their interests, needs and even fears as possible. A clothing outlet in a college town is going to cater to a different set of customers compared to a similar store in an upscale suburb, for example.
Helpful. Your end goal is to sell merchandise and generate repeat business, but you won't achieve it with a constant barrage of sales materials. A good rule of thumb is to display at least as much helpful information and entertainment as actual sales and offers – if not more.
Timely. Both promotionals and informational content should be tailored to recent trends and events, especially if you're selling seasonal products.
Readable. If you're new to digital signage, you might be surprised by how easy it is to create displays that aren't readable. With paper, what you see is what you get, but the presentations you create on a small screen in an office may not show up so well once they go live on larger, in-store displays. Fonts should be simple and large, colors should contrast enough for important information to stand out, and clutter should be kept to a minimum.
Are you ready to start reaching savvy consumers and increase sales? Learn more about digital signage in our free guide. Get it today.