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.