Today’s consumers expect to see technology being used to improve their in-store experience, and digital signage does just that.

Aside from attracting attention and increasing engagement levels, digital signage can give organisations the flexibility of deploying important communications within seconds. It can also influence purchase decisions, increase brand awareness and reduce print costs.

Some of the main uses of digital signage are:

Brand messaging/marketing: Digital signage is often used as a tool for displaying important brand messages or raising brand awareness. High definition graphics and quality imagery can be used to attract the eyes of in-store customers. Fashion retailers often use digital signage to display a catalogue of images for in-store inspiration and to aid the decision-making process.

Product information and assisted selling: Digital signage can be used to leverage up-sells and impulse purchases at point of sale by displaying important marketing messages associated with a specific product or service.Signage can often be used to persuade customers into making a purchase decision through direct advertising or offering in-store discounts. Integration with back end systems can help with stock control by pushing certain SKU’s where there is a surplus for meeting in-store sales targets.

Third-party advertising: Fashion outlets can use digital signage to promote third-party advertisements and products. We see the potential for a brokerage style system where brands can bid for advertising space, which will increase ROI on the adoption of digital signage. For example, a retailer who supplies branded products can give the different brands the option to pay to promote their brand in-store and drive sales.

Digital menu boards: Quick-service restaurants and eateries benefit from the flexibility of being able to change signage content with ease, and alternate price points in different locations can be easily addressed. Digital signage allows businesses to better influence customer engagement, by using digital menu boards to do all the up-selling and cross selling for them. With the right technology, combined with engaging content and impressive in-store execution, digital menu boards give restaurants and eateries the chance to improve impulse purchases at point of sale.

Entertainment: Digital signage is often used as a method of in-store entertainment, using high definition animation and video to attract customers’ attention. Native video wall is ideal for displaying promotional videos and can be used as a method of entertaining the companions of in-store shoppers.

Personalisation: Nowadays, consumers expect to receive a highly personable service that is entirely tailored to their needs, shopping habits and previous buying behaviour. Digital signage allows for content personalisation by allowing organisations to tap into all the data they have about a customer and auto drive screen content, ultimately turning big data into smart data.

Published on: 3:43PM on 8th December 2014