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Digital signage and the comprehensive digitalization of the store

The article goes through what digitalization the store means, what challenges it involves and how it is managed successfully until the finish line.

Trading has experienced radical digital changes in the last ten years. For example, the idea of ​​self-service cash registers seemed completely foreign to many, but now they are commonplace. The share of online shopping in grocery sales is growing year by year, so physical stores have a very tough challenge to stay afloat. The corona pandemic stirred things up even more, when shopping corridors were completely switched to online shopping and stores were forced into the digitization acceleration lane. The situation is relatively merciless “the fast ones eat, the slow ones don’t” and many companies struggle trying to find a solution.

Digitization in the store with digital signage

A completely new level of retail marketing

In this context, digitalizing the store means digital signage advertising displays placed in the store. The effort is to take retail marketing to a completely new level, which traditional paper solutions cannot reach. The digital display can present vivid images of the product directly, making it easier for the customer to create a personal bond with the product. An unlimited amount of material can be shown on the same display, and the content can be scheduled for desired times or easily changed on the fly.

The easiest management on the market

All displays can be managed from one and the same place digitally, while each paper poster has to be changed individually, taking significantly more time and money. For example, the contents of advertising displays located in Japan can be changed with a few clicks from here in Finland. Updating digital signage displays is therefore a bit easier than flying paper to the location by plane.

Digitization in the store with digital signage

A completely new level of retail marketing

In this context, digitalizing the store means digital signage advertising displays placed in the store. The effort is to take retail marketing to a completely new level, which traditional paper solutions cannot reach. The digital display can present vivid images of the product directly, making it easier for the customer to create a personal bond with the product. An unlimited amount of material can be shown on the same display, and the content can be scheduled for desired times or easily changed on the fly.

The easiest management on the market

All displays can be managed from one and the same place digitally, while each paper poster has to be changed individually, taking significantly more time and money. For example, the contents of advertising displays located in Japan can be changed with a few clicks from here in Finland. Updating digital signage displays is therefore a bit easier than flying paper to the location by plane.

Where to start when digitizing the store?

Well planned is half done

The whole thing starts with planning, that is, we map out what the starting situation is and what the desired end result is. It is important to find out what you want the digital signage system to do in order to choose the right displays. A provider specializing in advertising display systems takes care of all the planning for you, so the end result is exactly what you want. On your own, it’s easy to fall into pitfalls, where, for example, a cheap TV can seem like an attractive solution, but it doesn’t turn out to be an effective advertising tool in the end. (Read: How do I get my first digital signage system?) A digital signage provider knows how to make sure the first time that the right equipment is ready for operation on time, and that money is not wasted.

What should be shown on  the advertising displays?

Video is king

Today, people’s attention span is even worse than that of a goldfish, so you should keep advertising messages short and concise. With a video, you increase your chances, because a video has a 400% better attention value than a static image. Again, the whole is key, because what you want to achieve on the screens also defines the content. Is it about a short promotional campaign or increasing the awareness of the store? With the help of digital displays, content can be flexibly modified according to needs – sometimes brand marketing, sometimes tactical campaigns – which enables more efficient and dynamic store marketing than traditional static solutions.

Automation guarantees quality

With digital signage displays, you can show your existing material, but there is also an automated solution available for the content, in which case the system handles the marketing content practically entirely for you. You can ensure that your content is always current and interesting for customers. With an easy-to-use system, you can produce an unlimited amount of advertising agency-level content, where artificial intelligence helps create the highest quality and best-selling text. (Read also: How do I do good retail marketing?)

What should be shown on  the advertising displays?

Video is king

Today, people’s attention span is even worse than that of a goldfish, so you should keep advertising messages short and concise. With a video, you increase your chances, because a video has a 400% better attention value than a static image. Again, the whole is key, because what you want to achieve on the screens also defines the content. Is it about a short promotional campaign or increasing the awareness of the store? With the help of digital displays, content can be flexibly modified according to needs – sometimes brand marketing, sometimes tactical campaigns – which enables more efficient and dynamic store marketing than traditional static solutions.

Automation guarantees quality

With digital signage displays, you can show your existing material, but there is also an automated solution available for the content, in which case the system handles the marketing content practically entirely for you. You can ensure that your content is always current and interesting for customers. With an easy-to-use system, you can produce an unlimited amount of advertising agency-level content, where artificial intelligence helps create the highest quality and best-selling text. (Read also: How do I do good retail marketing?)

Make sure the digitalization continues to work

The market changes all the time, and the future can never be fully predicted. When something turns out to be a surprising twist, such as a broken display, the store’s staff may have difficulty fixing the situation. A reliable digital signage provider guarantees that you will always have competent customer service available to answer all possible challenges. You should choose a provider that offers good customer service, in which case maintenance will come quickly to help in any matter, and you will never be alone with possible problems. There is no need to close the store and thus suffer from sales losses. For example, storefy offers a 36-month on-site warranty for displays.

Conclusion

The successful digitization of the store involves many aspects that require proper familiarization. It is impossible to take all things into account alone, and money can be unintentionally wasted. In the worst case, the digital system is not ready by the time of the store’s opening, in which case customers’ interest in the store may cease before it has had time to even be properly born. A competent provider handles all the planning for you and also participates in project management. You just have to say what you want the digital dignage system to achieve. Caring customer service is solving any problems before you can even say a word and makes sure that the system always works as it should.