How digital signage solutions can improve in-store marketing

 Your marketing plan already includes a mix of advertising: TV, online and social media, print, mobile, and others. But all of that is focused on marketing to buyers before they enter your store. What about in-store marketing?

Marketing doesn't stop once the customer steps foot into the store. It's then that tools like digital signage can take over marketing duties and add to what your other channels are already doing, complementing the efforts of other channels. Though it's not an exhaustive list, here are some ideas on how to use digital signage in your in-store marketing that will support your entire marketing plan.

Promote sales, product launches, and announcements

One of the most obvious—and effective—ways to use digital signage is for in-store promotions. Use it to announce sales and special offers, launch and promote products, and make announcements about upcoming sales and special events. Now that customers are used to digital screens in retail, they expect to see content telling them about current promotions and when the next sale is coming.

Screens can also create or increase product awareness, which is especially useful in industries where the products are seasonal, like fashion retail. Boost your sales by using signage to call attention to and offer promotional prices on those products that are going out of season, like the winter line that needs to make room for the spring line.

Generate loyalty

Digital signage also can help you create loyal customers. Messages and content on a screen near the register can encourage shoppers to sign up for and use your loyalty programs and download mobile shopping apps. 

Near the register is also a great place to play the longer brand storytelling content. Not only does it engage the viewer, but it also cuts down on perceived wait times and helps cement a positive customer experience.

Screens near popular products with a place for customers can encourage signups for your newsletter, so customers can be notified of sales, special deals, events, and news. This also adds names and addresses to your database, allowing you to market to your customers at home and on their mobile devices.

Upsell or cross-sell

Have a higher-priced alternative to a popular product available? Or complementary products that would pair well with something the customer is already buying? Digital screens near product displays can upsell and cross-sell by telling customers about alternative or additional products. You'll not only increase sales, but you'll also improve the customer experience by showing the customers more products they'll enjoy.

Educate customers

New or unfamiliar products, or ones that are complex to operate, sometimes need some explaining. Give your customers a little help. If you're selling an item that could benefit from a tutorial, you can show an instructional video on a screen at the product display.

You can also display additional product information, as well as answers to frequently asked questions. Having this information readily available at the product display can help make it easier for the customer to answer their questions and decide to buy.  

These were few points about Digital signage that can increase your in-store marketing.