For decades, retailers have relied on traditional out-of-store media such as print and television to reach potential customers and enhance brand image. But these days, retailers from grocery chains to electronics stores are shifting away from static advertising platforms to omnichannel programs — which include in-store digital media technology — to reach consumers in the store.
In fact, according to a study by ABI Research, the global market for digital signage, including displays, media players, software and installation/maintenance costs, will grow from nearly $1.3 billion in 2010 to almost $4.5 billion in 2016.
Behind this increased demand for in-store digital media technology is a desire to enhance brand image and messaging through relevant, real-time and localized content.
Companies are now looking to tell the brand story across multiple channels using place-based digital signage and interactive display systems.
It’s easy to understand why. Digital media solutions can help bolster sales. In fact, a Nielsen consumer survey revealed that most (80%) product brands experienced significant increases of up to 33% in additional sales through the use of digital media.
The ability for digital technologies to touch a customer on an emotional level far exceeds that of traditional printed signage. In-store digital displays are a captivating medium for story-selling and lifestyle branding, allowing retailers and CPG brands to evoke the same emotion in customers while they shop in the store as they experience online, with mobile and through broadcast advertising.
Another factor that’s driving the use of digital media technology to enhance brand image is the ever-evolving role of marketing teams. Once the purview of merchandising representatives, a growing number of marketing professionals are taking a more active role in shaping a retailer’s in-store experience with image-savvy, customercentric engagement techniques. These digital media tools, including in-store mobile apps, interactive display screens and digital signage, are creating positive emotional connections for shoppers while reinforcing their brand affinity.
Establishing such connections is critical to retail success. In an era of constant price reductions and widely publicized promotions, retailers need to think beyond discounting to differentiate themselves from the competition. A digital media solution that brings a cohesive brand story to the forefront can enable a company to rise above the noise and boost the bottom line.