retail

Competition is fierce within the retail industry. When customers visit a shop, it is essential to service and inspire them to such an extent that they are willing to spend more money and wish to return. General tendencies show that a customer’s brand perception and in-store experience is based on much more than just advertising messages and in-store atmosphere. A shop or brand needs to be able to position itself in the customer’s mindset – even after the customer has left the shop – and interaction appears to be the key element.

When it comes to seeking interaction and dialogue with your customers, the technological possibilities are endless. Examples include digital signage solutions, interactive touch-screen solutions and bar codes that can transfer product information, useful pieces of advice or just relevant background stories to customers’ mobile phones. In other words, relationship marketing is essential, and digital signage represents one of the major players in the technological playing field.

Digital signage is an effective in-store solution because it allows the sender to influence customers at the exact point in place and time when the purchase decision is made. Research shows that a great deal of purchase-related decisions are not made until the customer is inside the shop and that in-store TV is an effective influencing factor. OgilvyAction cited an overall in-store decision figure of 72,4 % in recent research. Results show that three main decisions are made in-store: how much to buy (52%), choice of brand in the shop (39%) and buying something in another category than planned (29%). This is the perfect starting-point for in-store screen communication, as it often generates impulse buying, is a perfect tool for product branding and promotion and escorts customers on their way through the shop in question.