Building the Omnichannel Experience with Digital Signage

March 11, 2013Perry Kuklin

Despite the power of e-commerce, brick-and-mortar retailing is far from irrelevant. In fact, rather than splitting, the two are blending together into a seamless experience connected through mobile devices. Consumers navigate between store, website, and mobile environments to find and complete purchases with the expectation of a consistent experience across any channel. Retailers are joining this “omnichannel” revolution by creating a triad of communications before, during, and after the in-store visit.

The Role of In-Store Digital Signage

Centralized management of in-store electronic signage, digital displays, and other in-store customer communications allows marketers to systematically deploy branded messages to align with corporate, regional, and/or store-level priorities. Centralized control ensures up-to-date messaging is deployed across regions, nationally, or at an individual store level. Digital signage can connect the dots to create a meaningful and relevant customer experience across multiple channels. For example, the same great deal or product featured on a store website can be called out via digital signage in store and likewise featured on the retailer’s mobile app or mobile website. A product or special introduction on one channel can instantly be made at the store level via centralized digital media signage.

What to Look for in a Digital Signage System

digital signage

A centralized digital signage system offers a great many benefits to retailers, including dramatically improved impulse sales. By creating a consistency across channels, customers will receive accurate, up-to-date information about products and purchases. As you explore your options for a system that works with your store, look for some of these key features:

  • Centralized control of in-store electronic signage and in-queue digital messaging.
  • Fully scalable messaging, from one display to hundreds across multiple stores and regions.
  • Unlimited playlists that distribute media to individual displays or customized groups based on regions or locations.
  • Scheduling options that allow for days or months of playlists to be created in advance and changed at a moment’s notice.

For any market, layout, or location, digital signage systems can complement your omnichannel strategy and help ensure a seamless customer experience. Let us show you how digital in-store communications can enhance your business. Request a sales consultation.

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