Digital screens and interactive displays capture attention and influence purchasing behavior

Why Digital Media?

Consumers are increasingly digital-savvy. Businesses are now leveraging digital signage and interactive display solutions to engage customers, build better experiences, and increase loyalty. A brand's story is ultimately shaped by customer experience, and the right digital media strategy can significantly impact that experience, generating sales lift and deepening brand connection. 

Customers continue to make the majority of their purchase decisions on site. This presents a golden opportunity for brands who take the necessary steps to improve the experience. In fact, research firm Forrester revealed that among retailers, customer experience accounts for 47% of loyalty, while price and value contribute only slightly to capturing consumer loyalty.

As noted in a recent Forrester blog:  “Customer journeys are characterized by a series of touch points. These are all the times when a customer encounters your brand, product or service…the touch point associated with making a buying decision is critical — this is a moment of truth — a point in time when a prospective customer chooses your brand or that of a competitor.”


Why Digital Media infograpic


Brands must find new ways to extend the positive customer experience across the multiple channels of the customer journey — including mobile, social media, broadcast and brick-and-mortar — while maintaining a consistent brand and approach to omnichannel retailing. 

Fortunately, a well-planned digital media program, including passive and interactive displays, can keep shoppers in the store, build better experiences, increase loyalty and engage consumers with relevant content.


Awareness

Today's brands are more focused than ever on adapting to consumer lifestyles and delivering a branded experience that resonates with their customers. The importance of well-executed brand media increasingly puts all brands in the content game. Today, marketing is about creating a brand media network that spans a variety of engagement channels and helps create a lasting connection with the brand.

Consumers are bombarded by promotional offers promising everything from deep discounts to loyalty points. But static promotional signage can easily blend with the competition’s, failing to grab customers’ attention and drive sales. Digital signage and interactive displays, on the other hand, are dynamic platforms for attracting eyeballs and influencing purchasing behavior.  Digital media technologies can target consumers by time and location, better engaging shoppers and personalizing the experience.

Awareness graphic 2
Source – The Toronto Strategy Institute

Awareness graphic 3
Source – Alchemy – Madison Avenue Diet

Awareness graphic 1
Source – Reflect Client Case Study & Nielsen


Engagement

The ability for digital technologies to touch a customer on an emotional level far exceeds that of traditional printed signage.  Customer facing digital displays are a captivating medium for story-selling and lifestyle branding, allowing brands to evoke the same emotion in customers while they are on location as they experience online, with mobile and through broadcast advertising.

Another factor that’s driving the use of digital media technology to enhance brand image is the ever-evolving role of marketing teams. Once the purview of merchandising representatives, more and more marketing professionals are taking a more active role in shaping a brands customer experience with image-savvy, customer-centric engagement techniques.  These digital media tools, including in-store mobile apps, interactive display screens and digital signage, are creating positive emotional connections for consumers while reinforcing their brand affinity.

Original, enticing, full-motion content is changing the way consumers engage and interact with brands. Through relevant, real-time and localized content and branded interactive applications, digital media can greatly enhance brand engagement.


Engagement graphic 1
Source – Alchemy – Madison Avenue Diet


Source – Reflect Client Case Study


Source – Reflect Client Case Study & Nielsen


Conversion

Digital signage and interactive displays are dynamic platforms for capturing attention and influencing purchasing behavior. Digital promotional offers can deliver timely, up-to-the-minute offers that can be changed on the fly. Because of the real-time nature of digital media messaging, it can be tied directly to inventory levels and can target consumers by time and location, better engaging shoppers and personalizing the experience.

Behind this increased demand for in-store digital media technology is a desire to enhance brand image and messaging through relevant, real-time and localized content. Companies are now looking to tell the brand story across multiple channels using place-based digital signage and interactive display systems.

It’s easy to understand why. Digital media solutions can help bolster sales. In fact, a Nielsen consumer survey revealed that most (80%) product brands experienced significant increases of up to 33% in additional sales through the use of digital out of home media.

Conversion graphic 1
Source – Alchemy – Madison Avenue Diet

Conversion graphic 2
Source – Reflect Client Case Studies

Conversion graphic 3
Source - EWI Worldwide and the Association for Retail Environments