The digital in store is a set of digital devices to improve the customer experience but it is important not to forget that they must also contribute to boosting your sales in the store. Today, we focus on in-store displays. How to ensure that these screens become real customer service tools and real assistants for store staff?
In-store screens as real support for your commercial strategy
It is true that the screens represent a budget item that is growing from year to year in stores. For example, these screens can be equipped with a facial recognition camera to identify people who stop in front of your store window. It would then be a question of counting them when they enter it. These screens can also allow contextualization of your content. Indeed, you can for example display on your screens promotions on umbrellas or caps depending on the weather. Then the objective would obviously be to calculate if the contextualization of this content was effective on in-store sales.
The installation of screens in your window or directly in store should not be carried out only because "it's the fashion". A real strategy must be put in place: what content? for what purposes? at what time of the day ? on which screens?
In-store screens as real interactive tools
The screens must make it possible to create interactivity in order to become real sales tools. Thus, your screens must be connected to your database in order to offer, for example, the consultation of stocks. Your screens can also allow the highlighting of a dynamic store plan, competitions. They can also offer connection to social networks, product testing and fitting. It's about promoting interactivity with consumers rather than pushing content. Highlighting products, improving the attractiveness of shop windows or even displaying practical information are good ideas. However, it is now a question of going even further in improving the customer experience by valuing the interaction of consumers with the screen which provides an additional service.
The question of the right message in the right place at the right time for in-store screens
As we have seen, the in-store objective is now to truly transform screens into wind instruments. The location of these screens is therefore particularly strategic. In addition, the timing of content delivery is also critical. What is the use of highlighting a product promotion on a screen located at the checkout. You might as well distribute this content in the radius of the product in question with, for example, the possibility of seeing the stock on this product or playing a game that allows you to earn discounts on it.
In order to know where to place your screens and what messages to broadcast on them, go back to your goals. What are they ? In this sense, for each objective you will define an adequate strategy with regard to your screens.
Last advice for the road… When you create content for distribution on your screens, pay particular attention to the visibility of your messages. Make it easy to read and don't include overly “wacky” transitions that distract people from your initial message. Also consider incorporating a call to action such as “play our contest”, “get 20% off”, “test our new product”, etc. Finally, don't forget that your visual must be attractive, but don't bet everything on photos and illustrations that would overload your message. A short and simple text accompanied by a visual and a call to action and an attractive graphic charter is enough!
