Advertising fatigue affects just about everyone. We see ads everywhere - on billboards, in bus shelters, and in all the media we interact with on a daily basis. It may seem an insurmountable challenge to cut through the noise and reach your customers in a meaningful way, but it can be done. Digital merchandising can help you speak to customers in all kinds of new and exciting ways. The key with digital signage, as with any other form of advertising, is to use a balanced approach.
The Benefits of Digital Signs
For many reasons, digital signs have come at the right time for retailers:
- Retailers are now getting a handle on how to collect and use sales data from each retail outlet. Digital or electronic signs make it easy to use this sales data in point of purchase (POP) advertising.
- Customers are tired of tripping over large display ads. Because electronic signs are suspended above shopping areas, aisles remain clear, improving the overall customer experience.
- Hardware costs have dropped, making digital advertising more accessible to both small and large retailers, restaurants, hotels and financial institutions.
- Research has been done to gauge the effectiveness of digital advertising, showing a significant return on investment.
- Electronic signs offer entertaining multimedia displays that can enhance a store's brand, especially with younger consumers.
How to Achieve Balance
Because of the "cool" factor of electronic signs, it is tempting to overuse them. It is critical to exercise restraint or else you will end up creating a noisy, overwhelming and negative customer experience. Here are some tips for adding digital signs to your POP advertising mix:
- Clutter is bad, whether it is print or digital. In fact, one could argue that digital clutter is worse since it generates sound and flashing lights. To avoid clutter, keep the number of screens in your store to a minimum. Use the technology wisely and where it will be most effective. For example, instead of placing screens at all entrances and in the table area, quick service restaurants have found success placing a couple of screens above the counter to display video images of new meal options.
- Make your messages customer-oriented. Sure, you could talk about your in-house brand for several minutes, but customers do not generally have time for that. Keep messages short and to the point.
- Use shopper insights to target your messages to specific demographic groups. Content must be relevant to your target market. Adaptability and timeliness are two of the great benefits of electronic signage. Be sure to use these qualities to your advantage and create messages that speak clearly to your customers.
- Offer customers something of value. People will not respond well to digital displays that present little more than a generic store ad. Entertain and inform and you'll have a greater and more positive impact on customers.
With judicious use of the technology, you'll discover the endless possibilities of digital signs. For more information on digital signs contact http://www.ek3.com
