In physical retail, visual merchandising is a time-tested and proven marketing approach to attract customers and retain their attention. Generally, physical retail involves strategically positioning your products in a way that customers and passersby are tempted to walk into your store. They include the good old window displays and the new technology-aided in-store displays. According to experts, visual merchandising provides the ultimate way to create a unique brand identity and give your customers a seamless and satisfactory shopping experience.
However, shopping behaviors have evolved, with the most notable change being that people are now comfortably shopping from their homes, a transition further accelerated by the covid 19pandemic. That means physical retail stores must be innovative enough to survive and thrive in the changing business world. That includes creative merchandising ideas to provide enriching shopping experiences, which are hard to achieve on online platforms.
Consequently, many retailers are adopting retail digital signage and other interactive technologies to provide unrivaled and blended shopping experiences to their customers. For instance, clothing stores can now take advantage of smart dressing mirrors that can determine how outfits would look when paired with certain accessories, promoting cross-selling.
The essence of retail signage
Signage is any form of graphic display used to convey information to people. You have encountered different types of signage many times in your life, and they include road signs that show speed limits and directions, health and safety signs in hazardous workplaces like a construction site, etc.
Retail digital signage refers to colorful signboards in retail stores showing ongoing running discounts and deals, working hours, or more product information. But in most cases, retail signage serves purposes, including promotional campaigns and advertisements. They are used to establish a brand identity and are visually appealing to attract more customers into the store. Others provide directional signs and wayfinding while others raise health and safety awareness.
The rise of retail digital signage
The traditional retail signage includes printed posters and electronic paper, a display medium that could retain static images and texts without electricity. Today, we have interactive digital signage that enables greater interaction with the content management system offering a personalized user experience.
The retail industry was the first to use digital signage and came up with the idea to repeatedly produce and play key information. Thanks to the internet, technology companies, and advertisers are coming up with more innovative ways to broadcast information on a larger scale in physical stores.
Today, every retail store uses digital signage to attract customers, further fueled by the low-cost hardware and software supporting digital signage solutions. Retail digital signage is becoming more prominent than ever with the newer option of using large screens, not to mention digital menu boards that make ordering seamless and
more manageable. Many retail stores use digital signage to share promotions, deals, discounts, etc. Thanks to technology, a retail enterprise with a chain of stores can centrally manage the display content in real-time.
Retail digital signage is an excellent tool for marketing as it is an effective communication channel with customers.