The Interactive Storefront Provides New Tactics for Customer Engagement
NEXT-GENERATION CUSTOMER ENGAGEMENT
The next-generation of customer engagement takes this even further by introducing true interactivity that provides retailers the ability to connect with shoppers as they cross the store threshold. It’s been called “digital signage 3.0,” “next-generation engagement” or even “the digital revolution.” Call it whatever you want, as long as the purpose remains clear: Retailers must embrace interactive digital signage tools to connect with shoppers in ways that will influence their purchase decision and increase their brand loyalty.
“One of the biggest challenges retailers has been getting traffic inside of the retail store,” said Tom Nix, CEO of Scala, in a recent interview. “A large part of enticing people comes from what’s communicated within proximity to the shop window.” This means retailers need to find creative ways to take the store window and create more entertainment. They must entice shoppers to pay attention and learn more about the brand’s story. This often requires combining digital sources with various sensory elements, which is the foundation of digital signage 3.0. “It is not just video, but a combination of 21st-century tools that can draw people in,” Nix said.
Interactive digital signage holds strong promise for the retail industry. With device-driven shoppers converting at 40 percent higher rates, according to a 2014 study by Deloitte, retailers are blending more personal tools to enhance storefront engagement. Whether brands incorporate the use of personal mobile devices or social media, such as active Twitter feeds on signs, digital signage 3.0 is clearly becoming a critical part of the new path to purchase.
Digital signage displays have also evolved to allow more effective deployment in bright, storefront environments. Samsung’s OMD Series Smart Signage, for example, was designed specifically for use in store windows and other high ambient light locations. In addition to providing high brightness and visibility, the displays feature Samsung’s Smart Signage Platform to enable content to play straight from the display and embedded Wi-Fi to simplify connectivity.
As the omnichannel experience becomes critical to entice consumers to enter a store, digital signage 3.0 plays a pivotal role in grabbing their attention. With an innovative, interactive storefront, retailers can encourage customers to learn more about the brand, which ultimately drives purchases and grabs ongoing loyalty.
Patricia Murkowski, DSCE
Business Development Manager
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