Vangelis Mihalopoulos, CEO and co-founder of Yodeck, discusses omnichannel shopping after Covid and the impact of signage in the future
Published: October 7, 2022
In the retail industry, the consumer experience is imperative. The pandemic era, generational change, and e-commerce have shaped how we define consumer behavior today. But how does this affect the way retail digital signage is displayed?
In the first quarter of 2022, we conducted a survey in the US to assess the impact of digital signage on the retail industry. Specifically, we wanted to better understand how much digital signage increases sales and whether retailers can measure the impact of their digital displays. More generally, we uncovered insights into the effects of specific types of content displayed on digital screens and digital signage locations.
Our research found a strong correlation between the use of digital signage for in-store navigation or wayfinding and increased sales. 82% of retailers chose 7 or more on a scale of 1-10 when asked how signage use affected sales.
Significantly, in reference to the type of information customers value in a modern retail environment and how this affects their purchasing behavior, 88% of surveyed retailers who use digital signage to display public health advisories or emergency alerts say they can measure the impact of digital signage. had in his business.
E-commerce is thriving, more shoppers are using their phones in-store, and social media is influencing purchase decisions and brand perception more than ever. So how does this affect digital signage?
Highlighting the power of digital displays today, 90% of retailers we surveyed think digital signage makes brands and products more recognizable. Notably, the majority of respondents strongly agreed (43%) or agreed (47%) that digital signage has a positive impact on brand awareness.
Connecting the online space with the in-store experience is an ongoing trend that digital signage can support. For example, 29% of respondents to our survey stated that they initially implemented digital signage to support interactivity within their stores via customers’ mobile devices. Meanwhile, others indicated they used digital signage to repurpose social media content or add colors or icons to QR codes that lead customers to clickable links.
In addition to high-traffic areas in the store, we found encouraging results through our survey on digital signage displayed in windows. In particular, there was a strong connection between the use of digital signage in windows facing the street and increased in-store traffic: 75% of retailers chose 7 or more, on a scale of 1 to 10, when they were asked if they used digital signage for windows facing the street. the signage increased traffic in the store.
Many retailers clarified how their retail business had benefited from DS. Responses ranged from ‘getting more customers online and in store’ and ‘more website traffic’ to ‘taking our business to the next level with digital literacy’. Importantly, one business owner concluded that “digital signage created more avenues for the customer experience.” my take? Retail digital signage that offers an omnichannel experience will be key to customer engagement in 2022.