Increase Revenue With Digital Ads in Your Retail Space

Nowadays, people switch seamlessly between their phones, their computers, and local stores when they make purchases and returns. Just think of all the websites and apps that now offer in-store, pickup, and shipping options so customers know if an item is in stock or not. In this omnichannel world, customers expect to see digital ads in commercial spaces Often.

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Redirect ads remind customers of items they’ve seen in the past. Banners and smart graphics call for promotions on retail websites. Digital advertising is already thriving online. But brick-and-mortar operations have a unique opportunity when it comes to digital ads in their commercial spaces. By using screens in stores, they can influence customers who have their wallet open and shopping lists on hand. (Not to mention the direct revenue possibilities of turning an existing physical space, which already has traffic on foot, into an advertising platform).

At the heart of face-to-face digital advertising is the customer experience. Technology that is meant to generate revenue and build loyalty should always make things easier for the consumer.

For example, Amazon now uses a technology called Just Walk Out in selected Whole Foods locations, with sensors and cameras that allow customers to skip the payline. The move was aimed at relieving painful points such as queuing before leaving the store. It is a good example of using technology to improve the customer experience. Digital screens can do the same.

In short, the ability to use digital displays to influence a customer at the point of purchase is one way to improve the customer experience and increase revenue. Here’s how.

Use digital signage for content and advertising to enhance your customer experience.

Digital signage has more than one use, so it is advisable to consider how a graphic display can be used in several ways to increase your revenue while improving your overall customer experience.

For example, screens are often used in healthcare, college, and dining environments to share content. In a chiropractic office, you may see a television screen with someone explaining why chiropractic care is important. On a campus visit, you may see a screen with your name that will greet you on campus, along with a student success story. In a fast food restaurant, you may see the menu on the whiteboards above, switching seamlessly from breakfast to all-day dishes.

All of these content sharing methods can be used in commercial spaces to make the customer experience smoother, easier, and less stressful. Accurate digital signage is good customer service, and good customer service generates loyalty.

Digital ads blur the line between online shopping and face-to-face shopping.

But the use of digital signage can also take decision-making at the service point to a new level. Brands no longer have to rely solely on packaging, promotions and static signage to convince customers to choose their product. Dynamic in-store advertising can influence customers as they make their final purchasing decisions.

Take the cooler screens as an example. These digital media and merchandising technology are replacing the traditional doors of grocery refrigerators with touch-sensitive smart screens. Displays can show ads that are resolved in images of items in the refrigerator. The screens are linked to the company-owned platform that allows brands to place ads, highlight products, and review analytics. Brands no longer have to guess how customers respond to ads: With instant feedback, brands can quickly test and refine their offers.

As customers approach the cooler doors, the screens change to show what’s behind the glass and in stock, as if the doors were transparent. Stores can use this information to manage inventory, leveraging analysis to keep the right products in stock and thus increase revenue. In the pilot programs, Cooler Screens has seen sales increase by between 50 and 100 percent compared to stores that do not have screens installed. Advertised products sold two to ten times more than unannounced products.

Digital signage should always improve, not damage, the customer’s ability to get in and out of the store. And if the technology is especially innovative, it can cause doubts among some customers. An example would be the Amazon-Whole Foods technology mentioned above. Still, there are many examples of digital signage being used to increase sales, when run in a way that makes things easier for buyers.

Invest in video for digital displays.

For years, it seems like all the state media reports have been shouting, “Video is king!”

YouTube, TikTok, Reels and even Snapchat are testament to the fact that consumers have an almost endless appetite for short, catchy videos. YouTube director Rion Austin encourages brands to use video on YouTube throughout the funnel to better influence consumers. It makes sense that an omnichannel approach also includes video throughout the conversion funnel.

Here’s why. Research shows that full-motion creativity on digital screens is 2.5 times more impactful than static screens, although both lead to positive emotional responses. Basically, if you want to evoke an emotion about your product, you should have digital screens in your shopping spaces. If you want people to remember your product, show them a video on your digital display.

The type of video depends on the display context. For a waiting room or a dressing room, a long ad or a brand story may be appropriate to create affinities. For a payline or at the end of a store aisle, a six-second visual burst is an option. Even making a product look brilliant can grab a buyer’s attention.

Take advantage of digital screens for sales and loyalty programs.

If your customers are price conscious, they are likely to make comparison purchases, especially in a time of economic uncertainty.

Using digital displays to provide pricing and sales information is an easy way to meet the needs of your customers. Unit cost, digital coupon alerts, and manufacturer coupons may be included in digital ads. Giving your customers access to digital coupons and referencing them with in-store ads helps connect the digital and physical shopping space experience.

For better or worse, your promotion will often compete with many other promotions. Black Friday, July 4, winter break: shouting over noise is almost impossible. Therefore, the use of digital displays at the point of purchase, where there is limited space for ads, gives your promotion a chance to shine. The data you collect from digital ads can generate inventory. It can also inform marketing decisions, including when and how to make promotions.

If you have a loyalty program, you can keep it relevant through digital ads to generate sign-ups and offer discounts at the point of purchase of the retail space. Remember that the customer experience must be perfect. If you force someone to download an app to use a coupon or track their rewards, they may or may not complete the process. Use digital ads to convince customers that it’s worth their time to give you their information.

Create relationships with your customers through digital displays and personalization.

In-store digital advertising creates opportunities for brands to build relationships with their customers. The use of technology to help customers navigate the store, for example, makes associates available to customers who have in-depth questions. The use of screens to present the associates in the store creates an atmosphere where everyone knows each other. Entertaining your shoppers makes the shopping experience more enjoyable for everyone.

Content can rotate at different times of the day, showing customers that you know their needs. For example, digital displays at a grocery store could play educational programs about various foods (with product placement) during after-school hours. This can be when parents place orders with their children.

You can further personalize the shopping experience with interactive screens. You could allow customers to scan your loyalty fob or enter their phone number for a list and locations of the products they are most likely to buy. If your clothing store has an ongoing promotion, using a screen to show how sales are accumulating with individual coupons would encourage purchases.

Develop your digital footprint outside of your store.

To provide your customers with an omnichannel shopping experience, you need a solid fingerprint. This means that even small businesses need an SEO-optimized website and a Google My Business profile, at the very least.

Ideally, they should also have basic social media accounts. Millennials are the largest living population and expect to be able to place your order through your app or at least through a mobile-optimized website. They want to be able to pay digitally. They don’t want to wait.

By creating offers in stores that your customers can meet online, you can get traffic to physical locations. If you remind customers of these offers with in-store digital ads, you can promote your purchases. If you can provide reasons to shop in-store, you can strengthen your physical locations in an online world. Offering the best deals in person is a common approach that is gaining strength.

Everything works together. As you grow your business and grow your customer base, increase your digital ad views in the store. In doing so, it influences revenue. Take advantage of this next phase of advertising to get the most out of your property.

The post Increase Revenue with Digital Ads in Your Commercial Space first appeared on Due.

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