The impact of smartphones on digital signage in retail applications

Anyone who follows emerging technology trends already knows mobile internet usage is on the rise. Smartphone popularity is at an all time high and there is no end in sight.  Having access to the internet anywhere, anytime is empowering consumers who can now research products and services wherever they go.  What has proven to be very useful for some (consumers) has been less useful to others ("brick and mortar" retail stores) since this practice is starting to impact in-store sales.

Major national chains are now seeing customers enter their stores, check out the price asked for an item and then use their smartphone to see if they can find cheaper prices online.  Retaillers must adapt quickly if they are to compete with this new form of competitive shopping. They must offer a more informative and entertaining shopping environment.  They must also add value otherwise they will continue to lose sales to their web based competitors. 

Digital signage can be extremely useful in helping retailers increase sales and retain customers but this requires some changes to traditional advertising practices.  It is no longer sufficient to simply push product advertisements using a digital signage solution and expect sales to increase just because you have screens hanging in your stores.  To be effective, digital signage content must evolve in order to compete with the mobile internet on its own terms.

For example, dynamic real-time data is preferable over static ads as there are less chances of displaying outdated information.  You don't want to be caught showing a clip with expired pricing.  It's also important to display compelling content that is relevant to the viewing audience at their current location.  One of the things digital signage is great at is having the ability to display highly targeted content so every effort should be made to use this capability and speak directly to the consumer at a local level.

We know major brands are great at "speaking" to national audiences but since we can now target tightly focused groups, it makes sense to adapt our messages and make them even more relevant to a local audience.  Maximize your screen's impact by mixing up your content. Show a national ad on one side of the screen and a local call to action on the other.

Leverage in-store promotions and advertise locally even as you roll-out global campaigns.  Blend local and global content distribution to better compete in a connected world.  Remember you're no longer going head to head with the store across town.  You're competing with global online retailers who can ship goods from warehouses anywhere in the world.

Whenever possible, look at integrating interactive applications as part of your digital signage rollout.  Use Bluetooth and SMS so customers can interact with your screens and download promotional coupons or pull down product information on demand.  This can also be useful to store staff who can interrupt scheduled content to bring up specific product information at a customer's request.  This form of interaction is great for all types of retail applications whether you are selling cars, appliances or fashion items.  These solutions leverage technologies people already carry in their pocket. Better to have them interact with your screens than surfing your competitor's web site.

Retailers should pay attention to screen locations and route content that is appropriate to each screen whenever possible.  It may be easier to push a common set of content or playlists to all the screens in your stores but are you really getting the most out of your investment?   Remember that it's all about offering relevant information to the audience at the point of decision.

There are many other techniques you can use to compete with online retailers.  If you comparison shop your competitors, be sure to include major online retailers and make it a point of highlighting any product where you either match or beat the best online price.  You should also highlight the advantages of shopping on-site and remind customers of the various disadvantage of shopping online (shipping costs and delays, difficulties with warranties and other related services, etc...).  Use your digital signage screens to inform your customers and turn them into savvy shoppers.

If your company operates its own online store, promote it on your screens.  It's a great way to show you are committed to new technologies and it lets customers know you are accessible on the web.