What is the role of digital signage in the modern omnichannel strategy?

Recently, retailers have made significant efforts to achieve omnichannel presences, which allow them to provide a seamless, personalised shopping experience to all of their customers regardless of where they shop, whether online, in a bricks and mortar location or through social media or the phone.

When it comes to providing customers with individualised service, knowing a customer's name and remembering them at the time of contact is essential.

The digital signage display business has been lagging amid the time and money that merchants and many of their technology suppliers have invested in figuring out who their consumers are.

The worldwide digital signage sector, which includes everything from physical displays to content management software and services to digital out-of-home (DOOH) advertising, is presently valued at $18 billion each year.

Despite its delay, the industry is at least fashionably late in adopting the omnichannel trend and evaluating new technologies that have recently come to market.

When aiming for attribution and relevance, these innovative technologies will have a massive role to play. With a reputable solution such as Look Digital Signage you get to do the following:

Omnichannel outreach

Even though Times Square is renowned for its over-the-top advertising, innovative businesses see digital signage systems as a crucial aspect of their overall marketing strategy.

Over 87% of consumers expect the same experience regardless of whether they shop online, on their mobile device, or at a physical store. Finding solutions to bridge the gap between online and in-store consumer experiences is critical for businesses.

Regarding the multi-channel purchasing experience, the 2013 Cisco Customer Experience Report had several vital things to discuss. About 34% of worldwide purchasers utilise more than one channel for buying, with 23% of customers making in-store purchases based on internet research.

Consider that we are dealing with worldwide purchasers here, and 34% may not seem like a lot. Every business, nation, and demographic has a third of prospective consumers. Even if you don't think so, the digital revolution is here to stay.

Despite this, the Cisco study found that 58% of customers still preferred to obtain assistance from a retail employee. Physical shop locations haven't yet succumbed to the digital world, and retail digital signage solutions may be the best approach to ease the transition.

Showcasing your company's identity

While it may be a valuable tool for combining physical and digital presences, digital signage serves a broader purpose. You can enhance brand identification and customer interactions through the correct digital signage in retail.

Customer interaction with a brand usually takes place in one of two ways: The only way to contact them while they aren't in the store is via digital (and print) ads, TV and radio advertising, and any other marketing methods.

These kinds of "corporate identities" assist shape consumer views of a brand's image. In addition, as previously said, clients need uniformity. For merchants, this means sticking to the tried and true marketing themes and ads that their customers appreciate.

If you are a store, you will want to make sure you have got an eye-catching digital signage strategy in place. Samsung's research shows that 84% of UK businesses feel digital signage helps build brand recognition.

Increasing sales

Brand recognition and digital integration aren't the only benefits of eye-catching digital signage.

Infortrend's found that digital signage may enhance total sales volume by roughly 32% through improving service personalisation and driving purchases.

Personalised experience 

Digital signage using camera sensors and face algorithm software can count the number of persons looking at a display at any particular point in time.

Customers' responses to product displays, in-store dwell durations, and traffic flow may all be captured by today's more advanced analytics software.

With these forms of analytics, shops can compete with online sellers, who have been regularly tracking and profiling their clients for years using cookies (information based on a user's preferences while traversing a website) for many years.

They get a thrill out of putting a face to the anonymised data they have previously acquired on each client via loyalty programmes and Point of Sale (PoS) records.

By using omnichannel tactics, you will engage consumers in meaningful ways. With this in mind, the technology should ideally be linked to a retailer's CRM and PoS software. You can put Big Data to immediate use by identifying consumers and appropriate communications.

Customers in the Millennial generation are used to handing out personal information in exchange for convenience. The rising buying power of this generation will contribute to the faster uptake of omnichannel technology.