Few retailers have made an aggressive attempt to build video content into their in-store experience, opting instead for mobile technology that integrates seamlessly with the physical environment.
But there’s a case to be made for displaying video ads in those brick-and-mortar stores, especially at the point of checkout. According to new research from Millward Brown, video displays have proven to be very effective at abating consumer frustrations when checkout lines run long.
Long checkout lines are a universal frustration: 69 percent of consumers cite wait times as the most frustrating part of in-store shopping. But video proved an effective antidote: 84 percent of consumers said that watching digital videos made that time pass more quickly, according to Retail Dive.
Meanwhile, 40 percent of consumers surveyed said they would be more likely to shop at a grocery store where video ads were playing near the checkout line. Consumers cited a variety of content they might prefer, ranging from sales advertisements, upcoming store events, and the weather, among others.
Two Birds With One Stone
For retailers, these insights about digital videos have huge implications for the in-store experience. Not only can brands increase consumer exposure to advertisements, but they can do so in a way that actually improves the customer experience in stores.
In many settings, consumers bristle at being forced to consume ad content. They install ad blockers on their computers and DVR TV shows so they can skip the ads. But those preferences completely change in the checkout line: The experience is so frustrating to them that they view ad content as a welcome distraction.
Long wait times at checkout are a constant frustration for both retailers and their shoppers, but unexpected surges in store traffic can make some delays inevitable. Video ad content could mitigate this negative brand experience while engaging consumers through a variety of ad content.
Those video screens can also drive in-store shopping activity by highlighting sales or even presenting the benefits of applying for a retail-branded credit card. The relative cost to install these screens is low. But if the numbers from Millward Brown’s study are correct, retailers can turn one of the brick-and-mortar store’s worst attributes into another positive brand experience.
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