Increase your sales with digital advertising in your retail space

Today, people seamlessly switch between their phones, their computers, and local stores when: make purchases and returns† Just think of all the websites and apps that now offer in-store, pick-up and shipping options to notify customers whether an item is in stock or not. In this omnichannel world, customers expect to see digital ads in retail spaces often†

Retargeting ads remind customers of items they’ve viewed in the past. Banner ads and smart graphics promote on shopping websites. Digital advertising is already thriving online. But physical activities have a unique opportunity when it comes to digital advertising in their retail spaces. By using in-store displays, they can influence customers who have their wallets open and shopping lists at hand. (Not to mention the direct revenue opportunities by turning an existing physical space, which already has foot traffic, into an advertising platform.)

The customer experience is central to personal digital advertising. Technology intended to generate revenue and build loyalty should always make things easier for consumers.

For example, Amazon is now using a technology called Just Walk Out at select Whole Foods locations, with sensors and cameras that allow customers to skip the checkout. The move was intended to relieve pain points like waiting in line before leaving the store. It’s a great example of using technology to improve the customer experience. Digital displays can do the same.

In short, the opportunity to use digital displays to influence a customer at the point of purchase is one way to both improve the customer experience and increase sales. Here’s how.

Use digital signage for content and advertising to improve your customer experience.

Digital signage has more than one application, so it makes sense to think about how a graphic display can be used in several ways to increase your sales by improving your overall customer experience.

For example, screens are commonly used in healthcare facilities, universities, and restaurants for content sharing. In a chiropractic office, you may see a TV screen with someone explaining why chiropractic care is important. While touring the campus, you may see a screen with your name welcoming you to campus, next to a student success story. At a fast food restaurant, you might see the menu on digital signs overhead, switching seamlessly from breakfast to all-day items.

All of these content sharing methods can be used in retail spaces to make the customer experience smoother, easier and less stressful. Accurate digital signage is good customer service and good customer service builds loyalty.

Digital ads blur the line between online and personal retail space.

But the use of digital signage can also take service decision-making to a new level. Brands no longer have to rely solely on packaging, promotions and static signage to convince customers to choose their product. Dynamic in-store advertising can influence customers when making their final purchasing decisions.

Take Cooler Screens as an example. This digital media and merchandising technology replaces traditional food refrigerator doors with responsive smart screens. The screens may display advertisements that convert into images of the items in the cooler. The displays are linked to the company’s proprietary platform that allows brands to: post ads, highlight productsand analyze analytics. Brands no longer have to guess how customers respond to ads – with instant feedback, brands can quickly test and refine their offerings.

As customers move closer to the cooler doors, the screens change to show what’s behind the glass and in stock, as if the doors were transparent. Stores can use this information to manage inventory, using analytics to keep the right products in stock and increase sales. In pilot programs, Cooler Screens has: as sales have increased by 50-100 percent about stores that have not installed the screens. Advertised products sold two to ten times more than non-advertised products.

Digital signage should always enhance, not damage, the customer’s ability to enter and exit the store. And if the technology is particularly innovative, that can make some customers hesitant. An example is the Amazon-Whole Foods technology mentioned above. Still, there are many examples of digital signage being used to increase sales, when performed in a way that makes it easier for shoppers.

Invest in video for digital displays.

For years it seems like every state-of-the-media report is shouting, “Video is king!”

YouTube, TikTok, Reels and even Snapchat testify to the fact that consumers have an almost endless appetite for short, catchy videos. YouTube CEO Rion Austin encourages brands to use video on YouTube throughout the funnel to best influence consumers. It makes sense that an omnichannel approach would also include video across the funnel.

This is why. Research shows full-motion creative on digital displays 2.5 times more impact than static displays, although both lead to positive emotional responses. In short, if you want to evoke an emotion related to your product, you must have digital displays in your retail spaces. If you want people to remember your product, show them a video on that digital display.

The type of video depends on the viewing context. For a waiting room or dressing room, a lengthy ad or brand story can be appropriate to build affinity. In front of a checkout line or at the end of a shopping aisle, a six-second burst of visuals is an option. Even making a product shine is possible grab a shopper’s attention†

Take advantage of digital displays for sales and loyalty programs.

If your customers are price conscious, they are probably comparing, especially in times of economic uncertainty.

Using digital displays to display price and sales information is an easy way to meet the needs of your customers. Unit costs, digital coupon warnings, and manufacturer coupons can all be included in digital ads. Give your customers access to: digital coupons and referencing it with in-store advertising helps connect the digital and physical retail space experience.

For better or worse, your promotion will often compete with many other promotions. Black Friday, 4th of July, winter holidays – shouting over the noise is almost impossible. Thus, using digital displays at the point of sale, where there is limited space for advertisements, gives your promotion a chance to shine. The data you collect through digital advertising can then boost inventory. It can also inform marketing decisions, including when and how promotions should be run.

If you have a loyalty program, you can keep it relevant by using digital advertising to drive signups and give discounts at the point of sale of the store. Remember, the customer experience should remain seamless. If you force someone to download an app to use a coupon or track their rewards, they may or may not complete the process. Use digital ads to convince customers it’s worth giving you their information.

Create relationships with your customers through digital screens and personalization.

Digital in-store advertising creates opportunities for brands to build relationships with their customers. Using technology to help customers navigate the store, for example makes employees available for customers with in-depth questions. Using screens to represent employees in the store creates an atmosphere where everyone knows each other. Entertaining your shoppers makes the shopping experience more enjoyable for everyone.

Content can change at different times of the day so customers can see that you are aware of their needs. For example, digital displays in a supermarket can play educational programs about different foods during after-school hours (using product placement). This can be when parents are shopping with their children.

You can personalize the shopping experience further with interactive displays. You can allow customers to scan their loyalty fob or enter their phone number for a list and locations of the products they are likely to buy. If your clothing store has a promotion, you can use a screen to show how the sale with individual coupons encourages purchases.

Develop your digital footprint outside of your store.

To provide your customers with an omnichannel shopping experience, you need a robust digital footprint. This means that even small businesses need at least an SEO-optimized website and Google My Business profile.

They should ideally also have basic social media accounts. Millennials are the largest living population, and they expect to be able to order through your app or at least through a mobile-optimized website. They want to be able to pay digitally. They don’t want to wait.

By creating in-store deals that your customers can learn about online, you can drive traffic to physical locations. By reminding customers of those deals with in-store digital ads, you can promote purchases. If you can give reasons to shop in store, you can strengthen your physical locations in an online world. Offering the best deals in person is a common approach that is gaining steam.

It all works together. As you build your business and grow your customer base, you’ll increase the views of your in-store digital ads. This way you influence the turnover. Take advantage of this next stage of advertising to get the most out of your real estate.

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