Five ways retailers are utilising digital signage to increase in-store sales

“Digital signage captures over 400% more views than static displays?”

For retailers, this statistic is more than just impressive; it's an actionable insight that highlights the potential of digital signage in engaging customers and driving sales. Digital signage offers a powerful blend of visual appeal, interactive functionality, and flexibility, making it a prime tool for today’s retailers who aim to maximise in-store traffic and streamline the shopping experience.

Let's dive into five innovative ways that digital signage is transforming retail spaces and ultimately boosting sales.

1. Eye-catching visual displays for product promotions

High-definition digital displays are visually captivating, grabbing the attention of potential customers passing by a store or browsing within it. Unlike static posters, digital displays offer dynamic content that adapts to the needs and trends of the moment, pulling customers in and showcasing products in an irresistible, engaging way.

Using slideshows and video loops

Dynamic content like slideshows and video loops grabs attention more effectively than static images.

Studies show that motion attracts the human eye, making digital signage ideal for highlighting a product’s features. For example, displaying a rotating slideshow of featured products or special offers can boost impulse buys, drawing customers’ attention to new arrivals or sale items.

Promoting new arrivals and best-sellers

Digital signage allows retailers to constantly update content, showcasing new or best-selling items. By spotlighting high-demand items on a well-placed screen, stores can pique the interest of customers, keeping them informed of what's trending. This is particularly effective for seasonal or limited-time items, encouraging immediate purchases.

Supporting brand storytelling

Digital screens are not only promotional tools but also a canvas for brand storytelling.

By displaying content that aligns with the brand’s mission or core values, digital signage fosters an emotional connection with customers, boosting loyalty. For example, sustainable brands might display behind-the-scenes videos of eco-friendly production methods, inviting customers to invest in their mission.

2. Interactive digital kiosks for a streamlined checkout process

Digital kiosks provide a dual benefit: they empower customers to make purchases independently while enabling retailers to promote products with personalised recommendations. The result? A smoother checkout experience and increased average order size.

Self-checkout benefits for customer convenience

Self-checkout kiosks reduce waiting time, which significantly enhances the shopping experience. Customers can scan, pay, and leave without needing cashier assistance.

Upselling through personalised suggestions

Digital kiosks don’t just process transactions; they also serve as powerful sales tools. By suggesting complementary products, kiosks can encourage customers to make additional purchases. This automated upselling not only improves customer satisfaction by suggesting relevant items but also increases the average transaction value by as much as 30%.

Data collection for enhanced marketing

Digital kiosks can gather valuable customer data, such as buying patterns and preferences, which is crucial for future marketing. By analyzing this data, retailers can tailor promotions and offer a more personalised shopping experience in subsequent visits, creating a feedback loop that continually enhances the customer experience.

3. Outdoor signage for real-time promotions and increased foot traffic

Outdoor digital signage, visible from afar, is highly effective in drawing foot traffic into stores. Real-time updates allow retailers to display promotions that are relevant to the current environment, enhancing the effectiveness of each ad.

Dynamic advertisements based on time of day

With cloud-based software, retailers can adjust their advertisements to suit different times of the day.

For instance, a coffee shop might display breakfast specials in the morning and dessert promotions in the afternoon. This dynamic approach ensures the right message reaches customers at the right time, enhancing the likelihood of a sale.

Weather-based messaging

Some digital signage solutions allow businesses to tailor messages to local weather conditions. For example, a smoothie shop can promote refreshing drinks on hot days, while a clothing store might advertise rain jackets on rainy days.

Using scrolling signs for announcements

Scrolling digital signs that display rotating messages are perfect for announcing limited-time offers, upcoming events, or flash sales. Since scrolling text draws attention, it’s ideal for grabbing a shopper’s eye with timely, updated information.

4. Enhancing the customer journey with interactive in-store experiences

Beyond promoting products, interactive digital displays can enhance the customer journey, making the shopping experience more informative, immersive, and enjoyable.

Product information at a glance

Digital touch screens allow customers to access detailed product information, including specifications, reviews, and videos, right at their fingertips. This reduces the need for in-store assistance, helping customers feel more independent and informed about their choices.

Augmented reality and virtual try-ons

Some retailers use digital displays for augmented reality (AR) experiences, like virtual try-ons.

For instance, a cosmetics store might use AR to let customers “apply” makeup digitally, while a clothing retailer might let shoppers see how an outfit would look without physically trying it on. These interactive experiences foster engagement and increase the likelihood of conversion.

Customer reviews and testimonials

Displaying positive customer reviews on in-store screens builds trust and helps sway hesitant customers. According to a survey, 88% of shoppers trust online reviews as much as personal recommendations, making this strategy particularly effective for high-consideration items.

5. Cloud-based software for easy content updates and management

One of the most valuable aspects of digital signage today is the use of cloud-based software, which makes it easy for retailers to manage and update content remotely, across multiple locations.

Remote management for real-time updates

Cloud-based signage solutions allow retail managers to update content in real-time from a central location, ensuring that promotions are relevant and up-to-date. For retailers with multiple stores, this centralised control eliminates the need for manual updates in each store, saving time and resources.

Customising content for local audiences

With cloud-based software, retailers can customise messaging for specific store locations, tailoring promotions to suit local demographics or regional preferences. For example, stores in urban areas might display different products or messages than those in suburban or rural locations, creating a more personalised customer experience.

Conclusion

Digital signage is redefining the retail experience, bringing together the best of convenience, engagement, and targeted advertising to transform how customers interact with stores. From eye-catching displays and interactive kiosks to real-time outdoor signage and cloud-based management, the potential for digital signage to increase sales is vast.

Digital signage companies today offer a range of solutions from simple scrolling signs to advanced, interactive kiosks all designed to capture attention, enhance the customer journey, and drive in-store conversions. Consider exploring these technologies to modernise your retail space and stay ahead in an increasingly competitive marketplace.