There is hardly anything better than a great shopping experience, and hardly anything worse than a bad one.
Think about the times you’ve spent in stores that you love— when you felt unhurried, relaxed, surrounded by things that interested you. You were engaged on multiple levels — visual, auditory, emotional, intellectual — and were able to explore new ideas for ways to delight yourself.
Now, think about the bad times. The places with poor lighting, disastrous layout and ambient music choice, rude employees and, to top it all off, not enough of the things you want/need on the shelf.
Retailers know that if you have that latter experience, you are likely to stay away at all costs. If you have the former experience, you will come back much more often than you really need to.
In this guide, we look at one specific tool in the retailer’s toolbox for creating that first experience: digital signage. On its own, it’s nothing more than hardware and software. Handled incorrectly, it becomes noise and nuisance. Handled properly, it takes a good store and makes it a great one, or takes a great one and makes it the best of its breed.
Digital signage is all about communication, and as such it has found its feet in retail better than any other industry. That’s because retailers are all about communicating, more than ever before. They are being forced to carry more products, more of which are similar to the ones right next to them in surprising ways, different in others, all of which demands a higher level of consumer engagement.
And recent years have seen the phenomenon of high-end shopping making its way to the masses; in-store touches and luxuries that once were only found in the two “bookend” department stores in a mall are now expected in all of the little stores in between.
It’s an exciting time to be a retailer, and we hope this guide gives you some great ideas on how digital signage can help your store excel. I’d like to thank ADFLOW Networks, whose kind sponsorship of this guide enables us to provide it to you at no cost.
