The modern world is such a whirlwind of information that our attention spans keep shrinking. For the modern seller of goods and services this presents both a problem and an opportunity. While the provenance of brand messaging has always come from the marketing side of companies and their advertising agents, the life-blood of a company’s P&L is and always will be at the point of sale. That makes capturing consumer attention and holding it on the sales floor even more critical than ever.
In our information-rich, yet attention-depreciated modern condition, digital signage at the point of sale becomes a vital link between the product or service and the consumer. When executed correctly, it can guide the consumer through the different phases of their relationship with a product or service from pre-sale to continued usage.
Digital signage creates value throughout a customer’s journey with a company’s goods and services by providing support through information, branding and interactive scenarios. It also provides the sales force with the proper information and corporate messaging they need to do their jobs properly on an on-going basis.
There are four phases a customer passes through in their relationship with a company and its goods and services; they are: 1) Discovery, 2) Exploration, 3) Buying and 4) Usage. In the discovery stage, customers become aware of a product or a brand message. Eight to ten minutes of digital signage in a bank lobby, for example, can provide deeper brand and product information to waiting consumers. It can capture their attention with information, marketing and products news and promotions. All of this peaks customer curiosity and prompts their desire to learn more.
During the next stage, the customer wants to explore his or her options. Interactive digital signage at the point-of-sale can help customers conduct research, make comparisons and learn more about a product or service they are interested in. It has been found that in-store displays outrank websites, recommendations from family and friends and TV advertising as a primary source of product research. This makes sense when you consider you’re putting the information the consumer needs right in front of them on the retail floor. This information also helps keep sales people informed and on track with the features and benefits of what they’re selling.
At the buying stage, digital signage can contribute in several ways. It can act as inventory check, or it can provide virtual sales assistance to help customize the customer’s purchasing decision. It also quite literally helps the customer customize the configuration of a product or a service to meet their specific needs. Because a digital sign can be interactive, it can provide customers with the ability to pick and choose their items.
The last stage is when the consumer begins to use the product. In the healthcare industry, pharmacies for example can use digital signage to help explain the proper use of a drug or a health-related product. Digital displays connected to biometric equipment can take blood pressure, weight and other vital signs and provide them directly to the consumer. Cosmetic retailers can used digital signage to demonstrate make-up combinations and to give customers previews of what certain products will do to their appearance.
There is no doubt that digital signage with movement, video and sound does a far better job presenting a company’s case to the consumer than static signage or 30 second sound bites. From HD video walls to self-help kiosks, Digital signage can help companies to standardize their content and improve product information at the point of sale. The power of these various forms of digital signage is being proven everyday on retail floors around the world. The results are increased sales and higher consumer awareness.