• Nikki Ault

Brick and Mortars Use Digital Signage To Keep Up With Online Retailers

The last time you needed to purchase something you had two options:

Did you grab your keys, get in your car, and drive to the nearest retail store to buy it?

Did you hop on your mobile device or computer to an online retailer and buy it online?

Well according to Statista.com, "In 2016, global e-retail sales amounted to 1.9 trillion U.S. dollars and projections show a growth of up to 4.06 trillion U.S. dollars by 2020."

That's a large number and it continues to grow. So what happens to the brick and mortar stores that are trying to keep up with the online competition? Two words: Personalized Experience.

When you shop in a brick and mortar store it is for the touch and feel, the customer experience, the interaction with the "brand," and the instant gratification. You don't go for the transaction itself.

The goal then for a brick and mortar store is to make your experience exactly what you expect and more. Even personalizing it. A reported 70% of retailers believe that developing a personalized in-store experience is necessary in few years to come.

But how?

Omni Channel Retail Marketing

This sounds like a big scary word, but I promise it's not. Omni channel Retail Marketing is just a multichannel sales approach for your customer. It makes the shopping experience seamless for your customer from one mode to the next.

This approach creates a very personalized experience for your customer. A person could be in a physical store, trying on a shirt and pull up the same shirt online to either compare pricing or locate a different size, read reviews, or even post photos on social networks to get the world's opinion. And all before actually making the purchase.

The omni channel marketing approach enables your customer to interact with your brand as a whole. This marketing approach is evolving into the strategy desired by many companies. Why?

Because the client's customers desire for things to be readily available to them, and available seamlessly. Zendesk reports that 87% of customers think brands need to put more effort into providing a seamless experience.

How Can Digital Signage Help?

As we mentioned in a previous blog, The Missing Piece In Omni Channel Marketing: Digital Signage, digital signage is in fact, the missing piece of this marketing approach.

So how can digital signgage help the brick and mortar stores? First and foremost, digital signage can be customized to meet the customer's needs and desires, as well as, get the retailer's message across.

The message options are endless. Signageliveprovides us with just a few ideas: in-window signage, way finding, signage within products, bring products to life, comparison products, beacon technology, and a last chance till sale.

Nordstrom is bringing this personalized experience to a pilot store in West Hollywood, CA. The idea behind it is a smaller retail space, but more personalized. Dressing rooms will include inventory to try on, but purchases will be made through other mall-anchored stores or through the website. Other additions will be personal sylists, manicures, a bar to wet your whistle, and tailoring on site. Sounds like omni channel marketing to me.

Nike introduced a new retail concept in it's Soho store, capturing that personalized omni channel experience. Features such as an instant personalization studio with laser engraving and custom printing capabilities, a fitting room with digital checkout and adaptive lighting (to mimic the feel of a yoga studio or evening run), and the Nike+ Running Trial Zone that transforms the treadmill into a 90-second run in Central Park or the West Side Highway via digital screen (fueled by real-time performance feedback).

Retailers have their work cut out now in keeping up with online sales along with their in store sales. Coffman Media, a digital signage solutions integrator, can help establish your omni channel marketing plan and execute it with their white glove service. For your free consultation, click the link below.

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