Vital (Digital) Signs

Retail is a highly competitive area and there are multiple retailers offering similar products. As a result, it is extremely important for retailers to attract customer traffic. Once way to do this is by using digital signage.

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Image Credit: Pixabay

Mark McPherson, Vice President of digital signage and audio video integrator company, Advanced says that the audio-visual aspect of digital signage can “significantly contribute to the look and feel that a store conveys in any given area” and therefore, incorporating this in a retail space can help customers engage with the brand better. And this trend is being implemented by many retailers, although the scale varies. Many food retailers, for example, McDonald’s has used digital signage to show menus to customers. The menus are more visually appealing, for example, the coffees on the menu visually shows stream coming out of the coffee cups which could make customers want the product more. Furthermore, for food retailers like McDonald’s whose menu varies during the day, change of menu display becomes easier with digital signage.

Apart from food retailers, many luxury retail brands have implemented digital signage in their stores, for example, designers like Burberry and Christian Dior have giant video walls in their stores which are used to play runway shows. Not only does this help grab customer’s attention while they are in stores, but also helps them look at products in motion.

Digital signage can also be interactive, for example, customers may be allowed to scan a QR code that will provide them information regarding the location of the product within the store. This can be extremely beneficial in supermarkets and warehouse retail spaces, such as, Woolworths and Costco, respectively.

Brad Grimes of Audiovisual and Integrated Experience Association (AVIXA) says that audio-visual experiences can help energise a retail space by proving the customers with an immersive experience.

Although my experience with digital signage is limited to my trips to Mecca’s, so far all I can say is that “I’m lovin’ it”.

How about your experiences? Tell me all about them in the comments section.

Do your emails leave you feeling wanting more?

Most social media platforms can serve as a communication medium, despite emails remain an important part of our daily lives. While businesses do send emails, not all of them can ignite a high level of interest in their readers that successfully takes them to the businesses’ websites.

As per Adobe Campaign’s third annual consumer email survey, 61% of consumers prefer to hear about brands via email. The campaign also reported that 40% of the respondents would like the emails received to be more informative and less promotional. And I couldn’t agree more. Off late I have received emails that have left me wanting more information. I myself check emails on the commute to work and there isn’t always time to click on links provided on emails, and thus I find promotional emails that are not informative, extremely annoying.

To illustrate my point, look at the two emails I have received from two different retailers for the same products.

 

Both emails relate to a promotion of the Alexander Wang’s collaboration with Adidas. The Alexander Wang email (image on the right) left me wanting more! All I see here is the brand’s logo and the release date with no product information. In contrast, Sneakerboy’s email was more informative. Along with the logo, they have provided pictures from the collection in addition to information of locations where the collection will be available. Therefore, if the two email promotions are compared, Sneakerboy’s one is more appealing and effective in my opinion as a consumer, because its providing me a wider range of information rather than just reinforcing its existence, which is what Alexander Wang has done here.

While it is understandable that the brands are wanting to direct email recipients to their online stores, for that to happen it is important that they provide sufficient information in those emails. At the end of the day, I believe that it is safer for brands to provide more information, as then their visitors will be people who are informed and are visiting their stores with a pre-existing interest, rather than accumulating site traffic that would unlikely contribute any sales revenue.

Please share your thoughts.