FMCGs

Digital Signage Helps Start-Ups Build Brand Awareness In-Store

Perihan El Etreby
Copywriter at Intouch.com - M.A. in Creative Writing from Bath University
August 17, 2021
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Technology has fundamentally revolutionised the face of business, as every other area of our lives has, and this is especially evident in the worlds of advertising and marketing. Print and radio advertisements have been supplanted by new digital marketing techniques and tools such as SEO and social media promotion. Similarly, in-store advertising has changed dramatically over the years as brands seek innovative ways to advertise products and services while also engaging with customers more effectively. The old ways are quickly becoming obsolete because new technology has shown to be a lot more effective and efficient alternative: digital signage. 

What is digital signage and how can it benefit start-ups?

Digital signage is a kind of visual communication that employs digital dynamic displays rather than static materials such as wood, tin, and paper. It motivates entrepreneurs in a variety of ways. When an entrepreneur launches a business, he or she must overcome several challenges. While most of these obstacles are common, how an entrepreneur responds to them determines their competitive position. Effective marketing campaigns are one of the numerous strategies to overcome the problems of running a business. This is where digital signage comes into the picture.

How can you make the best out of digital signage to raise brand awareness?

  1. Master In-store Marketing

Partner with retailers and display your ads in-store to reach a wider audience. This is a good step to start, as you can leverage retailers’ audience to build your audience, and at the same time, you’ll bring your audience to them. It's a win-win situation. In-store shopping is still the preferred retail space for 82% of customers, even the ones who also shop online. Out of all the patrons and first-time customers entering the store, digital signage will allow you to target the potentially interested ones; the target audience. You then get to maximise your reach with more focused campaigns and improve campaign targeting. You can also choose the time you want your ads to be displayed depending on peak times, or when there is an event happening nearby for example.

  1. Capture Crucial In-Store Moments

To draw existing and potential customers’ attention and drive conversion, brands must capitalise on what Google calls micro-moments—moments when a consumer reflexively turns to his or her phone to fulfil an immediate pressing need. Google classifies micro-moments as one of the following: “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” While mobile loyalty programs can assist in displaying geo-targeted ads during these vital moments, the correct digital signage solutions can capture micro-moments in real-time.


  1. It Is Not Like At-Home Television Advertising

Recent research shows that digital signage can boost incremental sales by as much as 25 percent. But the study also found that “digital signage is not like at-home television advertising. Instead, it is more like conventional point-of-purchase displays, where a simple, direct and relevant message produces the greatest response.” When you are starting up, the best way to communicate your brand persona is in-store. People don't know you yet, so the best thing to do is meet them where they are, not force your content on them—like in TV ads. And then with innovative digital signage, you get to gain their trust and achieve credibility.


  1. Bridge The Gap Between Intention and Action for In-Store Sales

Customer action might be influenced by in-store signage. Retailers understand the difference between a prospective and actual purchase. It's not enough to have people wandering in the store if this exploration doesn’t turn into conversions. Consider the rise of "showrooming," where people go to local stores to find exactly what they want, then leave and order it online. If retailers want to maintain sales in-store, they need a solution to bridge the gap between intention and action. In the last 20 yards, where the customer is only 20 steps away from your brand, you can easily influence their decision if you follow the right strategy.

 

     5.   Provide Customers With the Solutions They Need 

Digital signage can be the perfect common solution for customers’ pain points by doing the following:

  • Capture the customer’s attention in 3 seconds

Have you heard about the 3-second rule? If customers don’t see something they like as soon as they enter the store, they’re leaving. For example, the MicroLED video wall by Samsung allows retailers to showcase their vision with an immersive experience that commands attention from all in its line of vision. That’s something that would definitely stop any passer-by.

In simpler words…

When you have decided to use digital signage, it’s important to consider how the display looks, as this is essentially the ‘face’ of your company. Does your logo match the colour scheme? Does the content look organised? Does the font look professional? And then, make the best out of the technology involved to reflect those aspects in a creative manner.


  • Keep the content simple

You know what, sometimes when there is room for creativity, it tempts you to overdo it, and that’s a red flag! Don’t fall into the trap of making a screen look too busy as it can be extremely confusing and unattractive. This may damage your brand reputation and give potential customers a reason to choose your competitors instead. Be creative while being smart.


  • Personalise your content

75% of shoppers like to buy from brands that cater to their specific needs. If new and existing customers are exposed to personalised communications, such as messages related to their views and daily routines, they are more likely to recognise your business because it will leave a lasting impression. Know who your customers are and plan your strategy around them. Request that they tweet or post on social media about their thoughts on your new clothing line or how they feel about the new flavour of your product, and respond to that. All of these factors contribute to a memorable experience and provide you a competitive advantage.

 

But how is this done?

Digital signage has taken a leap forward with the adoption of new technology; Artificial Intelligence (AI). AI-driven signage automatically learns from audience preferences and demographic data such as age and gender and uses it to create relevant content. You can check your ad’s performance by accessing the collected data to ensure it is working properly and providing insights into customer preferences.

  • Leave a lasting impression

Even if a person only looks at your screen for a few seconds (yet another reason to keep your messages short and sweet), it's crucial to give them something to think about while they're not looking at it. Within the framework of your brand specialty, pose a fascinating inquiry or include relevant facts. This is more likely to be remembered by customers than traditional advertising tactics.


  • Provide up-to-date, real-time information

Discounts and flash sales drive revenue, but only if stores have stock to meet demand, and the right products target the right customer at the right time. 


But how would you know your customers’ preferences and you’re still new in the market?

AI-driven signage draws conclusions, detects patterns, and responds to situations. The ads are adjusted automatically in order to achieve the highest campaign efficiency.

You get insights into customer preferences for any marketing action optimisation. The screen automatically targets and attracts the right audience and adjusts based on what’s currently happening in the environment.  


Is it a suitable way of promotion for my business?

Mood Digital Signage Data

Digital signage isn't just for certain types of organisations; it applies to a wide range of industries, including healthcare, education, fitness centres, stadiums, malls, retail, and more. Sixty-eight percent of customers agree that digital signage has an impact on their purchasing decisions. Innovative solutions attract customers from outside the store and convert them once they've entered the doorway. Pay attention to measurement because it's typically linked to specific product sales that correspond to digital messaging, which can help you figure out how much of a boost real-time signage provides.

Bottom Line 

Because customer attention is now split across online and in-store channels, capturing in-moment consumer interest requires a combination of smart digital signage and precise insights to deliver on-demand engagement.

Want to hear the ultimate branding in-store requirement? Never let customers pass your brand in-store. Capture their interest in-moment and in-place to promote conversion and enhance their buying experience with evolving digital signage.


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