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How digital signage is rescuing Retail - Clicks & Mortar Series

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These are tough times for retailers. Digitally savvy customers are increasingly purchasing online for the best deals and retailers are battling rising labour, rental and logistics costs.


So how do you connect with and retain the digital savvy consumer in-store?


One approach is to improve the in-store experience by implementing digital signage. Once limited to a plasma screen with advertising content, digital signs are now being used to enable deep-level interaction with customers. Screens now come in various guises including large, connected panels, tablets and integrated shelf labelling systems. These systems can be used to understand when the customer is in-store, profile the customer, capture customer insights for analytics, customer self-service and targeted marketing.


The technology varies considerably based on what you're after and there's multiple options such as recording anything from biometrics to sonar readings (heat mapping). From these interactions, you can then generate analytics which you can integrate into ERP and other internal systems.


For retailers, these deep level interactions with digital signage are providing:


  • Enhanced customer experience and in-store engagement
  • Increased sales revenues
  • Increased sales conversion
  • Increased walk-ins
  • Increased customer base
  • Reduced capital expenditure
  • Reduced customer churn
  • Reduced inventory on hand


There are three main use cases for digital signage. Choosing the right technology really revolves around your desired outcome. Choose from content-based advertising, proactive customer engagement, or personalised service, facilitated by a screen-equipped staff member, or a combination of these to meet your requirements.


The recently published Optus Future of Buiness Retail Insights Paper outlined the greater importance that digital technologies are playing for sales and service when engaging with customers.


Are you using digital signage in your retail outlet? Have you thought about ways you can use them to improve customer experiences? We're keen to hear about your business use of digital signage, and to see how you're solving business problems. Let us know in a comment to this post, or tweet us at @Optusbusiness and check out a few of the animated youtube videos of what's possible in-store.


Store Concepts

Store Of The Future



Virtual Wardrobe

Retail Visual Merchandising


Automotive Sales

Generic Car Showroom

BMW Touch Screen Concept

BMW Showroom Concept

Lexus Showroom Concept


By Robbie Kruger, Optus Business Industry Manager. Connect with Robbie on Twitter: @RobbieKruger


All views expressed are the author's own.