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By Alberto Jessurun / November 24, 2021 / Blog

8 Common Uses of Digital Signage in Retail

Digital signage presents unique opportunities for retail, including influencing shoppers with product details and special offers.

Key Takeaways:
  1. Digital window displays
  2. Safety communications
  3. Data gathering
  4. Customer instructions
  5. Dynamic QR codes
  6. Product details and prices
  7. Product availability
  8. Staff announcements
Digital signage delivers benefits like customer engagement and satisfaction when deployed by retailers, and usage is growing. The global digital signage market is estimated to reach $29.8 billion by 2024 with North America leading the charge. 

But with any new technology comes a learning curve, and certain uses are more successful than others. What are the most popular ways screens are being implemented in this industry?

Let’s take a look at eight common ways retail organizations are using digital signage.

1. Digital window displays

When people are in the mood to shop, they love seeing a promotion or deal in big letters as they walk by a store. Digital signs communicate exactly what’s going on and customers are thus enticed to enter the shop. Retailers no longer have to worry about printing and putting up signage. Rather, they can change what’s showing on window displays as frequently as they’d like.

Because screens can be updated instantly, displays can be changed throughout the day based on news or factors like the weather. For example, a retailer could highlight their umbrellas on their window display screens when it starts raining or sunglasses when it’s a sunny day. 

2. Safety communications

The COVID-19 pandemic taught businesses a lot about the safest ways to handle products, communicate with customers, and share spaces in stores. Digital screens now play a big role in communicating safety protocols and precautions to both staff members and customers. Before entering a store, a customer may view on a screen whether they need to put on a mask or show proof of vaccination. Crisis information can be quickly relayed to staff members in the event of an emergency. 

Guidelines like social distancing, sanitizing, and capacity limits can be communicated instantly so people don’t have any confusion about what they’re supposed to do upon entering an establishment.

3. Data gathering

The more businesses know about their customers, the better they can reach them. Digital screens help retailers track information like how long someone stands at a display or what the person’s gender or age range is. This allows marketers to better understand what certain groups of people are interested in and which advertisements speak to them. Facial recognition technology also allows digital signage to gather information about a person’s facial expression, so businesses know what kind of emotions they have when they interact with a screen.

4. Customer instructions

Retailers can use digital signs in their spaces to direct customers to certain areas or display where the dressing rooms or bathrooms are. People appreciate as many details as possible when they’re navigating new surroundings, and screens make it a lot easier for stores to provide logistical information that they can change in a pinch. 

5. Dynamic QR codes

QR codes were already being used widely by industries and brands, but the pandemic created an even greater dependence on them. Now, people visiting restaurants can look at the menu from their smartphones simply by scanning a QR code. Customers can see what their place is in line by scanning the code and interacting with an online platform. Retailers can include a dynamic QR code on their digital signs where customers can easily click through to purchase, browse promotions, or learn more about the brand and its products.

6. Product details and price

A big benefit of incorporating screens into retail is the ability to change information quickly. If there is a sale or a product price change, a digital sign can display the new cost right away. These screens can be placed throughout the store, and they can also display information about where the materials were sourced, the history of the product, examples of happy customers, and other details that will encourage people to make the decision to buy. 

More than 40% of customers have said that digital displays influence what they buy when relevant information is provided close to the point of purchase.

7. Product availability

Inventory is another detail that digital signs can display. Just like an online store can automatically update availability numbers for customers shopping online, screens can keep in-person shoppers updated about stock, so they know when they have to act fast. 

8. Staff announcements

Screens can be used in break rooms and other staff areas to communicate company news or policy changes, so everyone is always on the same page. These can be more effective than an email or newsletter because the information is displayed continuously, so people see it more than once and are more likely to remember it. It’s also less intrusive than a company text or email, so people may be more willing to take it in at their leisure. 

Digital signage solutions from Unisol International

Digital displays help organizations of all kinds connect with people, gather data, and inspire better customer interactions. Your retail business should start incorporating digital signage best practices to ensure you’re reaching and engaging shoppers. 

At Unisol International, we help you find the right technology solutions to address your most pressing business needs. We have video walls and commercial displays to help you make a big impact. We also specialize in products ranging from security video management software to servers and storage systems, point of sale systems, and many more. We ensure our products are available anywhere in the world with our online catalog, and we are fully compliant with trade regulations and export licenses within the industry.

Reach out to Unisol International today to learn more about our technology solutions and turnkey project deployment.

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