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Digital Signage in Retail Affects Your Customer Retention Metrics More Than You Think
Digital retail signage is making it to the top of the most fascinating tools for interaction with your clients. Here are the fundamentals you need to know to improve your customer retention drastically.
November 9, 2018 by Egor Belenkov — CEO, Kitcast
The Basics of Digital Signage for Customer Retention in Retail
While digital signage becomes more widespread among retail business owners, the understanding of customer retention tactics becomes crucial.
The original idea of customer engagement is to bring value to your clients and simultaneously satisfy their needs. Therefore, you need to know how to utilize your advertising displays most efficiently and reach your audience in the right place and at the right time.
One important thing that you should keep in mind is that offline businesses are not just competing with each other. They need to be inventive to compete with more flexible online alternatives. That’s where a smart digital signage content creation may come in handy.
As most of the entrepreneurs know, keeping a higher retention rate is more cost-efficient than acquiring new clients. And it doesn’t really matter whether you knew it originally or learned from your mistakes. The idea is to retain your clients and keep them loyal to your brand as long as possible.
In today’s article, we’ll provide you with the fundamentals of the digital signage content creation. This should help you boost your customer retention metrics and, therefore, increase your retail business conversion rate.
Customer Satisfaction Is a Key
First of all, it’s 2018, and you won’t find a business that manages to keep customers coming back without satisfying their needs.
Let’s remember our old pal Gary Vee and keep in mind his idea of delivering value as one of the pillars of your possible success. Do you know what offline stores were missing to these days? That’s right, a bigger set of tools for satisfying your client’s needs.
How often do you see people wandering around the shelves, looking into some product and trying to google reviews, feedback and opinions online? Your offline store won't have to deal with this again with digital signage in retail.
The number of ways how you can improve the customer’s experience in your store with advertising displays goes beyond your imagination. That’s cause with proper software you get a chance to deliver any kind of dynamic content. You craft your own success here.
The most obvious, yet practical ideas would include:
- in-store navigation;
- dynamic shelf displays;
- constantly update of the reviews;
- price comparison tables;
- price match offers;
- etc.
Digital labels can keep your customers informed about the stock data, best product features and even let them know there’s a new model they should check out asap.
Determine What You Stand For
Studies show that more than 60% of clients usually keep their loyalty to a specific brand due to having similar life attitude and values. That’s what we mean when we say ‘stand for something.’
When you start working on your brand bible, you probably begin with setting core values that your brand commits to. We bet you know how hard it is to convey all the points your brands looks up to and not to lose the clients attention.
The best way to change that is to use digital signage network solutions to present your messages an ideas to your clients. Then you can gradually provide the information and reach people’s minds step by step, enrich their involvement in the brand’s life.
Use your advertising displays as a platform for establishing your brand’s identity, as a stage where you preach and keep your followers informed and inspired.
Test and Gather Analytics to Know Your Customer in Advance
One ultimate approach will not provide the results you’re hoping for. There is no magic pill, but even though the alternative way is a bit harder, it’s also more fun and exciting.
Planning different marketing campaigns and experimenting may sound a bit scary, but after all, it’s the best way to find a personal approach to your clients.
Whenever you find a new way to reach out to your clients through digital signage content, you’ve got to stay patient and analyze the delivered results. Try out a few ways of dynamic interactions with your clients, having a chance to run different digital content on displays allows you to experiment as much as you want.
However, all of this is pretty pointless without a proper in-depth research. Your retail business is probably targeting certain groups of clients. Knowing their desires and their needs helps you target them more precisely.
With that being said, we encourage you to know your clients better… test, test, test!
Proper Digital Signage Placement Matters
We won’t give you lame tips on how you should hang your digital signage in a retail store properly. Since we’re talking about the dynamic content network, it’s a more flexible system than any signage systems. But what do we mean by proper placement then?
In case you have more than one retail store or even a whole huge franchise, you may consider segmentation techniques.
Even though you work on attracting clients with particular interests, they’re still divided into groups with different wealth, discount expectations and own geo/cultural preferences. Also, don’t forget to count it the different passability (or let’s call it client traffic) in different store locations.
You should try to use the digital signage network solutions and apply separate approaches to product marketing in different stores of yours.
Interactivity Makes It Memorable
When we talk about personalized approach, we’ve got to implement more interactivity into our interactions with customers. While some of you just imagined how they would install a large touchscreen with the online stock database, we want you to try something new.
Don’t get us wrong, it’s a great idea to bring some of the ‘online experience’ to your offline retail store, but you can do more. It’s not necessarily about touchscreens. Dynamic digital signage content allows you to involve your customer in your marketing campaigns. Give them a chance to influence some particular aspect of your brand or engage in entertaining activities.
Advertise Hot Deals with Retail Store Signage
Just do it. Digital signage player software allows you to change how the traditional ‘exclusive deals’ advertising works. Rethink, don’t just throw away old-fashioned tools and tricks.
Conclusion
Customer retention is a huge deal for organically growing business. First of all, you’ve got to do groundwork and prepare detailed research of the audience you work with. After that, you’ll be able to target the minds and hearts of your clients through dynamic content.
The digital signage in retail changes the game drastically and makes a huge difference when it comes to engaging your existing clients. Make sure you take the most out of it by using the right software and running well-thought-out campaigns.
About Egor Belenkov
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