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, according to data captured and examined in a Cisco IBSG study, 40% of shoppers change their mind about what to buy after viewing a digital sign.
A FedEx study, meanwhile, showed that eight in 10 shoppers have entered a shop purely because a sign caught their eye, while two in three feel the quality of a shop’s signage reflects the quality of the product on offer. But how can you make your signs stand out in a frost-covered forest of seasonal promotions and ads?
Keep the content on-message as well as in-season
The FedEx study suggested that seven in 10 Americans have made a purchase after a digital sign caught their eye, so it’s important to ensure your signage isn’t being lost within a cacophony of carols and snow videos. Instead, use your sign to assist shoppers in their purchase.
Use your content to drive sales by offering product comparisons or alternatives, and announce seasonal discounts and offers. It could even offer the chance to browse reviews, since the Cisco study found almost 70% of shoppers consult reviews on retailer sites before making the final decision to buy, compared with 41% who prefer to get a personal recommendation.
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 audience’s eye and retaining attention than static display ads. It is a fundamental tenet of content creation for digital displays (read our expert guide here), so ensure there is 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 in 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 that the shopper will be able to share as a festive e-card, or showing browsable video and imagery of gift ideas searchable by budget, age, gender or interest, will 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 checkout 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 your shoppers are being engaged with a sales message. Including promotional messages and in-store only offers will lead to direct up-sells, and makes shoppers feel the visit was purposeful even if they do leave without spending.
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