5 Digital Signage Strategies for Local Businesses
How to make intuitive digital signage screens your best customer lure.
Over 80% of today’s customers will enter a store that has a digital sign attached to it. But is your local business making the most of the opportunity? Digital signage is easier than ever to set up, using technology you already know and use, like TV screens, cloud-based software and a dashboard managed from your PC.
The result? Powerful digital communications that speak to your audience and help them to make successful purchase decisions, armed with all of the information they could need.
Digital signage can be used for wayfinding, product information, and advertising and digital menu boards. According to studies, 29.5% of customers find digital menus influential for the purchase of a product.
Digital media in public venues also reaches more customers than videos on the Internet or Facebook. This gives even the smallest local businesses the chance to go up against big brands in eyeball space and gaining views.
Of course, great digital signage relies heavily on great content. Choosing what to display on digital screens within your business and how to use them for full effect can be tricky.
With this in mind, here are five digital signage marketing strategies that local businesses can use to improve their digital communications and connect with more customers.
1. Display social proof
Customers entering your local business are faced by a ton of different choices that all require them to make a decision. Particularly in retail, making the wrong decision could be a costly mistake.
Past experiences, both of the customer and their fellow peer group of shoppers could help make the decision-making process easier. Online, we see customer testimonials everywhere. In store, one of the easiest ways to replicate this is through digital signage.
Digital screens bring the words and thoughts of your customers into the environment that new and existing customers are shopping in. The power of such testimonials is vast - it helps put customers in a state where they feel safe, and in good company.
In local businesses, you could even have the surprise and delight element where a customer in the shop sees their own testimonial up on screen. Or where another shopper knows the person on screen, increasing authenticity.
2. Allow customers to contribute on your behalf
You know the best way to make customers feel like they are part of your brand. Let them own it.
Customers today want more from the people they buy their bread or electricity from. They want to feel part of the community and form a relationship with the people and company they are buying from.
One way to build this connection is by allowing customers to contribute to what you show and share. Using digital signage as the vehicle through which their message reaches the real world.
This could be a tweet that they send, that’s shown on a live Twitter wall, a customer testimonial board or an Instagram display of customer images.
Digital signage is also a powerful means of storyboarding. Sharing success stories and the personal challenges of your customers humanizes your brand and shows a deep connection with customers.
3. Show product features
Product setups are great but one way to bring them alive and increase the 360-degree view is to back them with digital displays. Online, products that have video demonstrations have a 160% higher conversion rate than visits where no video is viewed.
In store, product videos allow your customers to dig deep into what the product could do for them after they leave the store. A simple digital signage setup could allow you to show that new camera out in the French Alps, or swimwear at the beach. Perhaps it’s a quick shot of people tucking into your new apple pie, or a delighted relative receiving one of your postcards.
According to a Cisco IBSG study, over 40% of shoppers say that digital displays can change what they buy because relevant information is served close to the point of purchase. Digital screens allow you to extend the branding of your product and create a full-circle view about what you have on offer that pairs
both the physical and the digital displays.
4. Make the experience personalized
The best digital signage displays in local businesses are the ones that focus on who the customer is and why they may want to buy a specific product or take up a service.
This comes down to making your signage timely, adaptable and relatable. A simple way to remember this is to use the acronym TAR:
T - Timely
A - Adaptable
R - Relatable
TAR will help you to think about what you show on your screens and when. For example, if you own a food shop, perhaps you advertise steaming hot coffee in the morning and ice-cold beer in the evening. Most modern digital signage apps and players allow you to set up schedules and playlists that can be optimized for different times and days.
This might mean rolling out one playlist Monday-Friday and another at the beginning of the weekend. Or creating content specifically for payday, seasonal periods or special holidays.
Lastly, it needs to be relatable to your audience. Your digital presence should be an extension of what they see in your local business, whether that’s fun and light, or serious and knowledgeable.
5. Create a better experience
Some customers may never have been to your store before. How do they know where to go or what information is available? Digital signs can be used to do the job of three or four people as they help visitors get to the areas or products they need.
Screens are intuitive to us. This makes them natural candidates for wayfinding, information display, checkout directives and more. Digital signs have also been proven to be a more affordable long-term solution than static signs, which are costly and messy to exchange.
Your digital signage strategy should do more for your business than just look good.
Like any marketing, the investment needs to create a return but the effects of digital signage are widespread, affecting perception, revenue and customer loyalty to your brand.