In-Store Offers
December 3, 2013

Deliver Action On Promotional Offers with In-Store Digital Media

Consumers are bombarded by promotional offers promising everything from deep discounts to loyalty points. But static promotional signage can easily blend with the competition’s, failing to grab customers’ attention and drive sales. Digital signage and interactive displays, on the other hand, are dynamic platforms for attracting eyeballs and influencing purchasing behavior.

Digital promotional offers can deliver more timely and up-to-the-minute content than static signage. Last-minute deals and one-day-only promotional tie-ins can create fanfare around a product, especially if there’s a strong call-to-action. Because of the real-time nature of digital media messaging, it also can be tied directly to a retailer’s inventory levels. And digital media technologies can target consumers by time and location, better engaging shoppers and personalizing the in-store experience.

Consider, for example, the real-time messaging of products that are being sold in a grocery store in Miami on a warm, sunny day. Retailers may wish to launch a promotion that allows consumers to pick up a cold drink with every bottle of sunscreen purchased. However, the same grocery store located in New York City on a cold, rainy day can use the same messaging tool to promote discounts on hot cocoa. Whatever the time or place, digital signage can deliver contextually relevant messaging that is far more likely to influence shoppers than static signage promotions.

Promoting the right product at the right time also can prevent retailers from having to offer consumers deep discounts on products — a strategy that can backfire when shoppers begin to expect bottom-basement pricing on all merchandise.

Digital offersIn addition to offering in-store strengths, digital signage content also can be tied to anywhere, anytime mobile applications. As a broadcast medium, in-store digital signage and interactive applications are some of the most engaging and immersive ways retailers can reach consumers. Mobile applications, on the other hand, are pull technologies that are initiated by a shopper to engage with the brand. However, more retailers are discovering the value of uniting digital media signage and mobile technology. For example, interactive displays can highlight the functions and features of a retailer’s mobile app and can raise awareness for other omnichannel tools and offerings.

The result is a strategy that not only captures shoppers’ attention while they’re in-store but also takes the consumer on a journey long after they’ve left a brick-and-mortar location.

Digital signage also can work in concert with social media by promoting certain sites, and can raise awareness of QR codes and other mobile integration methods in order to raise product awareness through both digital and print platforms for a full omnichannel experience.