Like any other sales event, Christmas and the Holiday Season are hard fought-over by retailers keen to drive footfall to their stores. Yet one fact is emerging as a clear trend in the fight to win and keep customers: digital signage increases overall sales volume by almost a third.
In fact, data captured and examined by Edison Research shows that stores with digital signage saw sales up 31.8 per cent over the Christmas period in 2014. And that’s not only from advertising standard promotions backed by a medley of holiday tunes, as these insightful tips reveal:
Keep the content on-message as well as in-season
According to advertising super-group WPP Research, more than 60 per cent of all buying decisions are made at the point of sale. With this in mind, ensure your digital signage isn’t being lost within a cacophony of carols and snow videos – use it to stand out. Your content can drive sales by offering product comparisons or alternatives, and announce seasonal discounts and offers.
Create a sense of urgency by adding countdown clocks to offers, or drive customers to other parts of your shop with calls to action for gift-buying ideas. Keep your language simple and direct, but change the objective in the sales line: “Gift ideas…” is a classic to engage shoppers once they’re in-store.
Keep content active
Video and animation are more than five times more effective at catching an audiences eye and retaining attention than static display ads. It is a fundamental tenet of content creation for digital displays (you can read our expert guide here), so ensure there’s movement and action in your display content – even basic text animation is more effective than static words and pictures. If you’re producing seasonal content, remember the details – including sale dates for particular promotions and any other offers that will run for the course of the Christmas period.
Breaking down the consumer journey to its key three stages of: awareness; consideration; and decision-making, enables you to quickly establish what needs your shop visitors are likely to have from touch screen displays – particularly at peak times. Touchscreens can be used to advertise promotions, but also by shoppers to find out more about a product, check stocks and sizes, and ultimately make a purchase all in one area. Seasonal one-offs, like using a touchscreen display’s camera to capture a picture of a shopper that can be shared as a festive e-card; or shows browsable video and imagery of gift ideas searchable by budget, age, gender or interest, engage shoppers right up until the decision-making phase.
Digital outdoor advertising gains audience attention more dynamically and faster than static ads, but it also needs to work hard in order to retain it. On average, digital displays have less than 10 seconds to communicate a key call to action, so think about positions of key pieces of content throughout the store. For example, on entering your store, call out that your touchscreen devices double as order and payment points if the queue to the till is long, so as not to put potential shoppers off.
Further in-store, offers and calls to action that drive promotions and sales are more important, ensuring you’re shoppers are being engaged with a sales message. Including promotional messages and in-store only offers can lead to direct up-sells, and makes shoppers feel the visit was purposeful even if they do leave without spending.
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