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Cutting through the noise with digital signage

While the retail landscape is drastically changing, it makes sense that in-store advertising strategies should adapt to the digital world too. Age-old signage has had a revamp and can now stream social media feeds, provide extra information about products and even adjust prices to be more competitive.

Modern-day customers whose lives are already saturated with technology are drawn in by digital signage, according to statistics.

Digital Signage Today says 63 percent of people report that digital signage catches their attention.

This is proven to be more effective than TV, internet and billboard advertising.

As well as this, 84 percent of UK retailers think digital signage creates better brand awareness.

Many retailers are on board with the technology already.

US department store Nordstrom has Nordstrom Rack, which uses digital signage screens in store to stream a live feed of Instagram posts.

At stores where price is relative depending on customer demand and competition, like Sainsbury supermarkets, digital price tags are installed to update information.

Digital displays can also be used to show online reviews, like award-winning US burrito company La Taquiera does.

After it introduced an online screen to its stores that showed its Yelp reviews, its reviews spiked, as customers were extra-incentivised to add to the reviews in order to be seen as an influencer of their peers.

One of the digital displays available to New Zealand stores is TranSign Media’s latest creation, which is a transparent fridge door that displays digital content.

This could be an ambience video of bubbles running through beer, or a specific product.

TranSign Media operation manager Robert Brown says that companies are now looking for new ways to promote products and reinvigorate a customer’s experience.

“This technology gives brands the power to tell a story and showcase products in the same space,” Brown says.

“The introduction of touch-screen activation is the next step. This improves the experience by allowing customers to find out additional product information, at the touch of a screen, just like they would on their tablet at home.”

He says though this kind of technology is evolving fast in retail markets like Europe and the US, it’s still fairly new to New Zealand.

The company has done research and found that the fridge doors that customers can interact with boost the sales of products featured.

It did a pilot test with a sports brand drink in store and found that 200 people on average touched the transparent display each day.

 The research also found customer’s awareness level and brand recognition level of the product was much higher than existing signage.

Intention to purchase was also high.

Meanwhile, oOh!media has just built New Zealand’s first full-motion digital banner for NorthWest Shopping Centre in Westgate.

The banner will display advertisements for shops and will sit in the centre court of the mall, which is opening in October.

 oOh! CEO Brendon Cook says the new tech will drive new levels of shopper engagement.

“We are very excited to deliver the first large format full motion, double sided digital banner, which can run adapted television creative to create a huge impact with shoppers,” Cook says.

It will also have 22 retail panels within the mall that are Near Field Communication (NFC) and Quick Response (QR) Code enabled so advertisers can engage shoppers through their smart phones.

Bringing these digital solutions into a world that is already more and more inundated with technology may sound excessive to some.

However, providing an increasingly technology-obsessed audience with another screen to look at isn’t a bad thing.

Some view them as a key piece to the omnichannel puzzle.

Intel Corp director of digital signage Jose Avalos said to Digital Signage today that digital solutions are transforming many product categories, such as transparent displays in supermarkets.

“In the retail sector it is understood that 68 percent of all purchases are unplanned and that 70 percent of brand choices are made at the shelf,” Avalos says.

“The advent of intelligent shelving with integrated advertising and information content can fulfil a much more active role where it understands shopper needs, understands the product or products it is showcasing, and uses enhanced capabilities to participate more fully in the selling process.” 

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