The worldwide recession about a decade ago led to more and more consumers moving to online shopping. As a result, shopping centers were forced to up their game and come up with an innovative strategy to grab more customers. Today, shopping centers are a perfect location for digital signs. Not only can you find steady foot traffic at shopping centers, they are also a one stop shop for demographic targeting.
Chain stores that are part of shopping centers are using all the available digital tools to attract, entertain and engage customers, making shopping centers a fun venue for a day out. According to experts, digital signage is now a fundamental element of shopping center operations.
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Did You Know?
- Over 12 million people are employed in shopping centers in the US. This accounts for 9.3% of the entire nation’s workforce.
- Shopping center retail sales in US are over $2.26 trillion, which is more than half of all retail sales in the country.
- Out of the total leasable area in US, shopping centers take up 17.9% of real estate.
- About 70% of US GDP is accounted for by consumer spending and this is what mainly drives the economy’s wellbeing.
- In the United States, as of 2010, there are approximately 110,773 shopping malls varying in sizes from small convenience stores to large regional shopping malls. In 1986, this figure was at 66,972.
Best Practices for Shopping Center LED Signs
In a crowded mall where people, stores and signage is of utmost abundance, digital signage may not always stand out. Here are some of the best practices for installing LED signs in shopping centers:
LED signs should be placed in areas that experience excessive foot traffic and longer dwelling times (food court). The gap between the shopper and the brand should be bridged. Brands should make sure there is presence of communication during critical moments of the shopping experience for a customer. When media exposure follows a consumer’s movements and is in close proximity to a point of sale is when the choice of brand picked by the consumer is strongly influenced.
Produce content that is relevant and useful to the consumer. At the same time, your content should keep customers engaged and entertained to enjoy the mall experience. Don’t focus only on advertisements; provide information regarding mall news and other editorial content. Short programs such as quizzes, promotional videos, ‘how to use’ videos, current weather, horoscopes, city news, and so on will keep customers glued to the screens for longer. Cater the content to different audiences based on demographics present at the mall.
Have an extensive understanding of who wanders the malls and at what times. Most often, the older demographic and mall walkers are present in the mornings. At midday it is usually mothers in the mall. Children are more prominent at the mall in the evenings. Use this information to accurately target your market.
Particularly for larger malls, use LED signs to help customers navigate their way around certain stores and share news regarding special mall events.
- Mobile technology
By integrating digital signs with mobile technology, retailers have a more accurate assessment of mall walkers who actually enter their stores and why.
Create a fun experience for customers. For example, a digital sign promoting a movie could facilitate taking a picture of a customer and having that picture edited into a poster of the movie.