Done right, digital signage has been proven to engage shoppers, enhance the in-store experience and increase brand awareness. But let’s face it: the real driver of digital signage is the impact it has on revenue – increasing average purchase amounts and repeat business by around 30% each, according to an InfoTrends report we’ve talked about before. So, how can you better leverage digital signage to sell more in-store? Here are five suggestions for you.
1. Be helpful.
Your content doesn’t have to be sales-driven to deliver results. Shoppers have different expectations than they used to when they walk in your stores, and, thanks to the web, typically are better informed than they were just five years ago. But often, they still need help making decisions. Digital signage can be a great tool to deliver product comparisons or show how a particular item will meet their needs. This makes it easier for shoppers to buy, ultimately improving your conversion rates.
2. Focus on quality over quantity.
Sure, you want to sell more … but what do you want to sell more of? Be selective about what you promote. Focus on higher-margin items or products that deliver the most value to your customers. Fast-casual restaurants do this particularly well with specials or reminders about menu items designed to up-sell to consumers who might have stopped in for a sandwich, but also leave with dessert or a fancy coffee drink.
3. Screen placement.
Simply put: If your goal is to increase sales of a particular product, be sure to place the screen as close to the product as you can. That way, customers who see your sign can pick up an item right away – not detour to another product that catches their eye. Shiny object syndrome is real.
4. Create an environment where people want to shop.
Shoppers have a lot of options beyond your brick and mortar store. So if they’re in your building, make the most of it. Using digital signage to create an environment where people want to shop can help increase time and money spent in your store.
In fact, a movement called “slow shopping” offers a perfect opportunity for digital signage. “Some retailers are rethinking the role their selling floors play, essentially turning them into an interactive marketing space that also happens to sell products,” The Wall Street Journal said in an October 2015 article. “To entice shoppers to spend more time, boutiques and national chains are adding libraries, art installations, performance spaces and cozy lounges to encourage shoppers to hang around and enjoy themselves.”
Those retailers measuring their slow shopping efforts are proving that traffic begets traffic – and additional sales. For example, the Journal reports that Origins outfitted most of its 87 free-standing stores around the world with fixtures intended to keep shoppers lingering longer. “If you sit down in an Origins store, you’ll probably spend about 40% more than you would standing up,” the article says.
5. Extend your sales reach.
With only 35% of product purchases actually beginning and ending in a store, according to consultant A.T. Kearney, retailers need to go beyond what they’re selling on-site and make it easy for shoppers to buy what’s online. That means adding endless aisle displays and kiosks to extend the number of SKUs and determine how quickly a product can be shipped to the store or consumer.
Want to learn more about measuring the impact of the digital signage in your store? Download our infographic.
You’ll get five more tips that can help you figure out if you’re making the right moves for your business.