How retailers can assess the best digital signage

In the digital age, retailers must be savvy with their advertising techniques, as digital signage is becoming increasingly popular. This technology enables them to showcase their products and services in a dynamic and engaging way.

Don't believe me? Let research do the talking. According to recent statistics, 80% of shoppers have entered a store because a digital sign caught their interest and 70% of Americans say they've seen a digital display in the past month.

However, because there's no shortage of creative talent in the marketing and graphic design industries, retailers are constantly looking for innovative ways to incorporate unique digital signage in order to stand out from the crowd.

So, how can retailers utilize the best digital signage displays that will make the biggest splash and attract customers? Let's explore some key factors retailers should consider when assessing the best digital signage for their store.

Purpose

The first step in assessing the best digital signage is to determine its purpose. Retailers need to be clear on what they want to achieve with their digital signage. For example, is it to showcase new products, promote sales, or provide information about the store? Further, you want to determine whether you're looking to use digital signage to entice customers to come into your store or stay in your store for longer — or both.

Knowing the purpose will help determine the type of content that should be displayed on the signage and the features required.

Location

The location of the digital signage is critical. It should be placed in an area that is easily visible to customers and where they can easily interact with it. Factors such as the size and layout of the store should be considered when deciding on the placement of the digital signage.

For example, showcasing product demos or using high-quality images can be effective ways to engage customers. In short, if executed properly, interactive digital signage content has the potential to transform a passive customer into an engaged user.

Ease of use

The best digital signage is easy to use, both for retailers and customers. Retailers should consider the level of technical expertise required to operate the digital signage and whether it requires extensive training. Customers should be able to easily interact with the signage, such as through touch screens or QR codes.

Integration

Digital signage should integrate seamlessly with other retail technologies, such as point-of-sale systems, customer relationship management and product information management software. This integration will enable retailers to track customer behavior and purchasing patterns, providing valuable insights into customer preferences.

Further, you can utilize data insights from your internal software systems, including POS, CRM, Inventory, and ERP, to integrate with your digital signage. You can then consolidate this data from multiple internal systems into a single KPI dashboard screen to generate tailored data according to the department and location.

For instance, a restaurant can merge its inventory system with its digital menu boards to ensure that only available items are being advertised for ordering.

What to look for in a signage provider

Scalability: Retailers should also consider the scalability of digital signage. Will it be easy to expand the signage to cover other areas of the store, or will it require a significant investment? Scalability is essential for retailers who plan to expand their operations in the future. One way retailers can boost scalability is by incorporating a video wall. This provides a dynamic and versatile visual display that can showcase a wide range of products, promotions, and branding messages simultaneously, thereby enhancing customer engagement and driving sales.

Cost efficiency: Finally, retailers need to consider the cost of digital signage. The cost should be weighed against the benefits it provides, such as increased customer engagement, improved sales, and better customer insights. Retailers should also consider the ongoing maintenance costs and whether they can afford to invest in new technology.

Final thoughts

In conclusion, retailers need to assess several factors when determining the best digital signage for their store.

By considering the purpose, location, content, ease of use, integration, scalability, and cost, retailers can make an informed decision that meets their business needs and budget.

By choosing the right digital signage, retailers can influence customer behavior.