In-store digital signage has been shown to influence purchasing decisions and boost sales, with 68% of customers stating that ‘digital signage would make them more likely to buy advertised products.[1]However, despite the ever-increasing prevalence of screens at the point of sale, many retailers and brands do not make the most of these digital canvases, and they are often only used to play mute TV adverts on repeat.
Since the screens are being viewed by customers whose attention is being pulled in different directions, in-store digital requires different content and messaging to traditional TV adverts.
Brands should therefore consider using digital in context in the following ways:
1. Consider the Messaging
By being located at the point of sale, there is an immediacy to in-store digital that isn’t conveyed on TV adverts. Digital content will be viewed in context of the product being very close-by, so call-to-action messages using direct language such as ‘try me’ and ‘buy for £xx, now’ make the content’s messaging relevant to where it is being viewed.
2. Consider dwell time in an area and what the customer is expected to do in that area.
If a brand is running a 1-minute advert on their screens in-store, how much of a customer’s dwell time would be taken up by watching it all? And would it ultimately result in a purchase?
Shorter content with snappier messages which change regularly and branding which can be seen at a glance is appropriate to a store environment where customers will be walking through and shopping, and screens are not likely to be the sole focus of the area.
3. Interaction
To conclude, it is not enough for brands to replace printed in-store advertising simply with screens playing tv adverts. Content must be engaging enough to draw the customer’s attention but not to dominate their time. Considering the information, a customer needs at different points in their customer journey will help brands and retailers create useful, relevant, and timely information to help sell products in the store environment.
