Retail today is far different from what it once was.
Despite the dominance of the e-commerce sector, brick-and-mortar stores can still deliver a positive experience. Incorporating innovative technologies enable retailers to compete in an ever-increasingly digital space.
Signage and wayfinding solutions are a great way to take advantage of digital technology in physical retail. Consumers expect an experience-driven retail space. Digital signage can be used to transform a retail space and deliver an engaging and inspiring customer experience.
Benefits of signage and wayfinding technologies
Unsure if your retail store requires the use of signage and wayfinding solutions? Here are ten benefits digital signage brings to the retail experience:
- Increases foot traffic
- Informs purchasing decisions
- Displays rich, interchangeable content
- Reduces perceived wait times
- Adds versatility to marketing campaigns
- Enhances branding
- Increases digital presence
- Potential source of advertising revenue
- Fully customizable content
- More dynamic than static media
Despite 2019 being firmly established halfway through, there are still opportunities for retailers to integrate signage solutions into their retail space.
And to help you dominate your market retail space, Dubai’s leading signage consultancy firm outlines seven signage solutions that can help your retail business further improve the customer experience.
1. Virtual assistants
Interactive content is necessary to stand out in today’s competitive retail space. Having a virtual assistant display allows retailers to give every customer their undivided attention. An in-store virtual assistant can be beneficial to both shopper and employee.
Consumers can get access to information immediately, while employees can focus on delivering exceptional retail service. Being able to provide a more personalized in-store service also makes for a more engaging retail experience.
2. Interactive wayfinding technology
A digital wayfinding kiosk is necessary for big-box retailers. Digital wayfinding provides customers easy access to the specific merchandise they require. A well-positioned physical wayfinding kiosk will also encourage interaction and exploration.
For first-time customers, having a digital concierge provides a thoughtful, engaging customer experience. This allows you to connect in a memorable and personalized way that ensures repeat business.
3. Artificial intelligence
Personalization is a crucial component of today’s retail experience. Customers not only demand personalization; they expect it as well. The use of artificial intelligence (AI) enables retailers to cater to this expectation.
Artificial intelligence can be used throughout digital signage to provide retailers with real-time customer-based research. This information empowers retailers to offer customized content, product advertisement, and promotion.
This can be tailored to individual customers according to their shopping behavior and user preferences.
4. Digital signage advertising
Digital signage can be used for more than just accessing information and wayfinding. Digital signage is the ideal platform for retailers to feature their digital marketing campaigns.
When positioned in areas of high footfall, such as the checkout, digital signage can display various rich media content. This can include anything from product demonstrations and social media content creations to limited time offers.
5. Mobile integration
Every customer today has a mobile device. Being able to integrate mobile features into your store’s digital signage can complement the in-store personalized experience. Mobile integration allows retailers to deploy location-based advertising and promotional offers.
One of the major perks of mobile integration is that it encourages customers to sign up for special loyalty programs. The data this gathers allows retailers to track the performance of their marketing campaigns.
6. Augmented reality
Impressive developments in augmented reality (AR) have enhanced the in-store experience. AR is a forward-thinking way for retailers to appeal to their tech-savvy customers. With AR digital signage displays, customers use a virtual fitting room to virtually try on products.
This allows retailers to satisfy more customers during the peak shopping season. Now, rather than queueing for fitting rooms, customers can simply walk to a signage display to try on products virtually.
7. Voice-activated signage
Voice recognition technology represents the next frontier for retail interactivity. Current digital signage solutions require touch to activate their features. Voice-activated technology eliminates this, enabling interactivity the moment a customer walks up to a digital display and talks to it.
While voice-activated signage is still in its experimental phase, the technology has endless possibilities for retailers. The sophistication of this technology will require considerable support from other digital solutions such as AI, machine learning, and the Internet of Things (IoT).
Digital signage: the retail advantage
Despite competition for market share seems to be in favor of e-commerce retailers, traditional brick-and-mortar stores are also fighting back.
Intelligent digital technologies are now empowering physical retailers. When incorporated with signage and wayfinding solutions, retailers are able to better engage customers. This results in increased foot traffic, brand loyalty, and sales.
What’s more, continued advancement in digital signage technology is making digital signage a cost-effective tool for many retailers.
The retail signage solutions presented above showcase how signage hardware and its corresponding technology can transform the retail experience. Consumers today heavily favor personalization and efficient service. So, retailers that fail to make use of these digital signage tools to address these consumer expectations risk falling behind.
Zak Zakaria is a Waymaker at dezigntechnic in Dubai who also previously worked as the company’s Graphic Designer and Art Director. Zak is a creative with work experience in multiple multinational agencies such as JWT and Saatchi & Saatchi. Signage design is a family business, making Zak’s personal experience with signage his longest professional commitment.