Return to Resources

5 Advantages of Implementing Digital Signage in Retail

Jan 10, 2020

5 min read

By: Shanae Vander Togt

Here are five advantages to using digital signage as a way to communicate with your customers.

From Digital Signage Today, digital signs “display marketing messages, including specials, impromptu sales, and other information about a business that customers can immediately take in and use.” It’s clear that the age of digital has transformed industries with little regard for where or why.

Author Tony Saldhana on the Knowledge@Wharton podcast summed up some of the changes we have seen in the last year: “The retail sector is probably one of the first industries to be disrupted by digital technology. But retail is not alone because insurance, medicine, finance, media, and so on and so forth, are all not far behind.”

Saldhana goes on to say that the changes in retail can be boiled down to three things that have changed the entire industry:

The rise of a new business model of online plus physical presence
Dramatically improved business operations
The rise of smart products

With these widespread changes and the rise of smart products comes the full transformation of formerly static-based industries like advertising, promotion, marketing, and general communication. As a result, usage of digital signage is well on its way to full market adoption.

Digital signage is not just for highly technological applications or organizations with huge budgets. It can be scaled up or down to match the size of the project or venue, and provides valuable assistance to customers as a communication channel. It also provides key data points about end users that allow a brand to better provide the services they are looking for.

Prove return on investment

There are solutions available for any budget or task, and allow an organization to take advantage of up-to-date, innovative technology in a way that static signage cannot. It allows customers to search, find, and get offers in real time, as well as showcasing information about current campaigns and promotions. As well, it allows for a more dynamic workflow and easier switching for operations once a campaign has come to a close.

Simple integration and ease-of-use

Customers are familiar with digital applications and expect to see them most places they go. Having information available that moves beyond passive information and provides real-time additional value for customers is crucial to their experience and a positive influencer on increasing basket size and overall sales.

Full customization

Being able to easily set up and integrate with partners for specific software or use cases also allows flexibility and versatility within the same investment. Brands can completely personalize their digital experience from top to bottom, and change it to fit the evolving needs of a business. This includes content, promotions, marketing, and information that is all pertinent for the customer.

A real-life example of full customization recently launched for luxury department store Saks Fifth Avenue, who were looking for a way to communicate to their customers through the use of digital signage, while seamlessly continuing their brand from physical to digital and back again.

Mappedin worked with partner Express Image Digital to create a wayfinding and directory experience for the Saks Fifth Avenue flagship store on Fifth Avenue. Mappedin created the digital map used as the back-end solution for the custom user interface experience developed by Express Image.

Increase operational efficiencies

Digital signage allows for more things to happen in one place. With the addition of indoor mapping and wayfinding, it becomes easier to find products and select them among an optimal route. Digital signage can also help with customer interaction, customer service, or even serve as a training point to help new employees get up to speed.

One of the current challenges is that customer expectations and trends change faster than they ever have before. Being integrated with a fully digital experience to augment the physical allows for quick pivoting and testing to see what resonates with the target market, and ensures that they are being communicated to on every channel available.

Competitive advantage and learnings

Showcasing how brands are unique and set themselves apart from their competition is a key part of any business model. This extends to digital signage, and specifically how brands use that signage as part of the larger competitive scope in the eyes of the consumer.

Some of the pain points felt by those who have adopted digital signage and not seen success have come from customers failing to notice the signage as well as brands running out of ideas for how to use the signage to be effective in the day to day. This is why continued testing of ideas and interaction with the customers to find out what they prefer or how they would like to see the technology used to augment their experience is the next step.

In conclusion, digital signage can provide new value for brands. However, in order to be successful, the scope needs to include a range of items such as curated content, placement, investments in technology, and showcasing of marketing and promotional materials as well as experience-enhancing pieces. Those who jump on the wave and adopt it are either winning by outright sales or simple technological proficiency.