Your marketing plan already includes a mix of advertising: TV, online and social media, print, mobile and others. But all of that is focused on marketing to buyers before they enter your store. What about in-store marketing?
Marketing doesn't stop once the customer steps foot into the store. It's then that tools like digital signage can take over marketing duties and add to what your other channels are already doing, complementing the efforts of other channels. Though it's not an exhaustive list, here are some ideas on how to use digital signage in your in-store marketing that will support your entire marketing plan.
Promote sales, product launches and announcements
One of the most obvious – and effective – ways to use digital signage is for in-store promotions. Use it to announce sales and special offers, launch and promote products, and make announcements about upcoming sales and special events. Now that customers are used to digital screens in retail, they expect to see content telling them about current promotions and when the next sale is coming.
Screens can also create or increase product awareness, which is especially useful in industries where the products are seasonal, like fashion retail. Boost your sales by using signage to call attention to and offer promotional prices on those products that are going out of season, like the winter line that needs to make room for the spring line.
Digital signage also has the ability to help you create loyal customers. Messages and content on a screen near the register can encourage shoppers to sign up for and use your loyalty programs and download mobile shopping apps. Near the register is also a great place to play the longer brand storytelling content. Not only does it engage the viewer, it also cuts down on perceived wait times and helps cement a positive customer experience.
Screens near popular products with a place for customers can encourage signups for your newsletter, so customers can be notified of sales, special deals, events, and news. This also adds names and addresses to your database, giving you the opportunity to market to your customers at home and on their mobile devices.
Upsell or cross-sell
Have a higher-priced alternative to a popular product available? Or complementary products that would pair well with something the customer is already buying? Digital screens near product displays can upsell and cross-sell by telling customers about alternative or additional products. You'll not only increase sales, but you'll also improve the customer experience by showing the customers more products they'll enjoy.
New or unfamiliar products, or ones that are complex to operate, sometimes need some explaining. Give your customers a little help. If you're selling an item that could benefit from a tutorial, you can show an instructional video on a screen at the product display.
You can also display additional product information, as well as answers to frequently asked questions. Having this information readily available at the product display can help make it easier for the customer to answer their questions and decide to buy.
Build brand recognition and affinity
Today's customers take the time to research their purchases thoroughly and want to know everything about a product. You can help satisfy their curiosity – while creating an affinity for the brand – by showing digital clips about your brand identity and brand story. Brand storytelling is 22 times more memorable than just a recitation of facts and figures.
Support your sales and customer support teams
Customer service is still a large differentiator between online and in-store shopping, and your digital screens can help improve that experience. Something as simple as directional signage and product directories help customers find what they're looking for in the store, improving their shopping experience. You can also provide additional customer support with screens that answer common questions or connect customers to a team member for assistance. The added benefit is that these screens are like having extra employees on your staff, freeing up your customer service team members to handle more complex issues.
Digital signage is a valuable part of not just your in-store marketing strategy but your overall marketing strategy. It will help you bridge the gap between your online and in-store presences, increase sales and help you achieve marketing goals focused on customer experience.