Your marketing department has probably already come up with a mix of advertising strategies for your brand: print, TV, online, social media and mobile. However, these are all focused on creating awareness to your target market before they come into your store.
Marketing does not come to an end once the customer enters your store. What about in-store marketing?
This is when digital signage takes over and then complements the efforts of other channels. Let us discuss some ideas on how digital signage can improvise in-store marketing to contribute towards your brand’s overall marketing strategy.
Promote sales and product launches
This is one of the most obvious and effective ways of using digital signage – in-store promotions. You can promote sales, product launches, other product-related announcements, special events, special offers, and so on. In today’s world, customers are accustomed to seeing indoor LED signs for business in the retail sector. Hence, they expect indoor LED signs informing them about the latest product-related information.
In industries like retail fashion, screens are especially useful in increasing product awareness of seasonal items. These items can be promoted with signage, and discounted prices can be offered for those items that are going out of season. For example, the winter collection must be sold in order to make room for the spring collection.
Generate loyalty customers
Loyal customers will increase as a result of digital signage investments. You can use point of sale digital signage to inform shoppers as to how they can sign up for your loyalty program and download mobile shopping applications. This location is also ideal for displaying your brand story telling content. This will engage the viewer and reduce perceived waiting times, thereby resulting in a fruitful experience for customers.
You could also place screens near popular products with content encouraging customers to signup for your newsletter so they can be notified of sales, special deals, events and so on. This strategy also helps in adding personal contact information of existing and potential customers to your database, giving retailers the opportunity to market their brand and products on a personal level.
Build brand recognition
Customers today take plenty of time to research their purchase in detail, learning everything they can about a product. You can help provide information to them while creating an awareness for your brand by telling your brand story on digital clips. Statistics show that brand story telling is 22 times more memorable than simply stating facts and figures.
As a retailer, you want to promote products with higher prices. Figure out what are the higher priced alternatives to popular products and focus on advertising those on your electronic signs. You could also promote complementary products that would pair well with fast-moving products to increase your sales. Place these LED signs for upselling and cross-selling near product displays in order to increase sales and also enhance customer experience because you are pointing out more products that you think customers will enjoy.
When it comes to new or unfamiliar products, or complex ones in the case of electronic items, some explanation needs to be provided on how to use them. If you are promoting an item that falls under any of these categories, show customers an instructional video at the product display. Once the video is complete, you can have additional product information and answers to a few frequently asked questions. Having such information ready at the product display contributes towards ease of decision making for customers.
Great support for sales and after sales teams
One of the biggest differences between online and in-store shopping is customer service. Use custom LED signs to improve this experience. It could be something as simple as wayfinding information or a product catalog to help customers find what they are looking for inside the store. Additional customer support can be provided on digital screens with answers to common questions or a means to connect with a staff member for assistance.
These indoor LED displays are like having an extra employee standing there to assist customers, which frees up your actual staff to handle other complex issues.
Digital signage is a very valuable part of your in-store marketing plan as well as your overall marketing strategy. It can help you achieve customer centric marketing goals by bridging the gap between online shopping and in-store presence.