How to Use Digital Signage to Increase Customer Loyalty

Published: 2016-12-05

Digital signage must deliver more than just content. It must also deliver context.

From a consumer’s first impression at a storefront through the entire retail experience, digital signage has the power to turn the person who is “just browsing” into your next loyal customer.

The ultimate goal for retailers is to deploy digital signage that enhances customer experience to establish brand loyalty, offering a positive return on investment.

Why Establishing Context Is Important

Using digital signage storewide can give the customer content and context.

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Prices, deals, and product information answer frequently asked questions. That’s the content.

But the way this information is designed and presented—from the fonts and the graphics to the language, along with where the displays are placed and even when specific ads appear—provides the context and brings consumers into the brand’s experience. It helps them identify with the brand’s mission and values to determine if they match their own.

If they do, you’ve just created a repeat customer and possibly even a brand evangelist.

Don’t Miss: 14 Impressive Digital Signage & Video Wall Products of 2016

Delivered through digital signage, context and content—together—can enhance the overall experience of a brand. It can help consumers feel as if the lines at a bank or retail store are moving faster. It can make the wait feel shorter at a doctor’s office.

Forty-four percent of customers say they are willing to pay a 5 percent price increase if the experience is worth it.

Context = Relevance

Context is not only about highlighting a brand’s relevancy to consumers’ lives. It should also show how digital signage campaigns matter to consumers at the very moment they view them.

Retailers can take advantage of big data, social media, and mobile advertising to deliver contextually relevant digital signage at the right time.

New research shows that almost half of all buyers conduct research online but still prefer to make major purchases in-store. An omnichannel approach using search data can give in-store signage greater context for these consumers.

Retailers can use data from mobile ad campaigns to show shoppers more information about brands they researched online, or even offer them special one day-only deals, to guide them toward their in-store buying decision.

On a large scale, Coca-Cola leveraged one of the world’s most visible digital signage displays by tying in their Times Square ad with data culled from Google search, social media, and consumers’ mobile devices to promote their “Share a Coke” campaign.

How to Produce Context-Driven Digital Signage

The basic use of a sign—paper or digital—is to communicate information.

This sharing of content from the retailer to the customer is important, but digital signage offers expanded possibilities to convey that information within the context of a brand and to create a positive experience within a venue.

Need help creating digital signage content?

Join us for a free webcast to learn how Almo Content can help integrators solve their customers’ digital signage content needs.

Click here to register for the free Secrets to Simply, Painlessly Creating Digital Signage Content webinar.

Let’s say that Bob’s Grill is your favorite restaurant. It produces the best sirloin steak in town. In addition, it has color-changing LED lights, an aesthetically pleasing outdoor patio, and live music.

Going to Bob’s Grill and getting your food to go would satisfy your hunger, but you wouldn’t enjoy the overall experience of the restaurant.

However, if you walk into Bob’s Grill and someone escorts you politely to a patio table, you select your steak from a refrigerated display case before it’s cooked, and then you receive your marinated, grilled masterpiece while listening to live music from a local band, you satisfy your hunger and you experience Bob’s Grill. That makes Bob’s Grill unique.

For retail customers, producing digital signage that merely conveys content is like ordering a steak to go. You’ve filled your customers with information, but they may not remember it tomorrow. You’ve also missed an opportunity to share the story of your brand and what makes it unique.

Continue to next page for some practical tips to accomplish context-driven digital signage>

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