An improved digital experience is a great asset for a brick-and-mortar store, transforming even the small moments of a visit to the store. In that way, advanced digital signage can have a quiet-yet-profound impact on consumer behaviors.
As BizTech Magazine points out, digital signage is much more than its name might suggest. Far from merely presenting a sign through an LCD screen, retailers can install high-tech signage that refers to mobile assets, provides in-depth product information, and even customizes its display based on contextual information.
The goal is to build yet another interactive feature into the physical store experience, while also melding digital experiences with physical in-store features. Signage is primarily a practical feature in stores, helping customers find what they’re looking for and identify bargains. But by going digital, retailers can make this feature far more useful, elevating the experience.
A Multi-Layered Shopping Experience
The value of digital signage isn’t found in any one feature. Instead, it’s the versatility of this technology, and the multiple purposes it can serve, that makes it such an asset for retailers.
Through the most basic digital signage, shoppers can access product information they often seek when wielding their mobile devices. A small tablet sign could, for example, let shoppers swipe right to get other information they typically find through online retail websites. Product information, reviews, in-store inventories, and even product recommendations can all be driven through digital signs.
Interactive touchscreens can make the signs even more engaging to shoppers while helping them navigate to find additional information and products — and this activity, conducted through a retail device, can capture all of the data to drive additional consumer insights.
A truly advanced digital signage setup could even use contextual data to drive smart displays. A camera, for example, could read consumer behaviors as they engage with products and display ads and signs relevant to their actions. Metrics like dwell time and gender can be used to pick out the displays most likely to be relevant to each consumer.
In that way, signage can be a part of every retailer’s emphasis on personalization. By investing into tools that enrich the typical shopping experience, retailers could use digital signs and other tech features to increase sales and customer satisfaction.
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