BizTech Magazine – Brick-and-mortar retailers are searching for ways to deliver the optimal customer journey in their physical stores, similar to what consumers may find in e-commerce.
The incentives are clear: Bringing digital shopping to showrooms creates opportunities to collect detailed demographic information about each consumer, access comprehensive buying histories of top customers and, more important, develop insights about upselling and cross-selling opportunities.
Unfortunately, no single technology brings this modern shopping experience to physical locations by itself. But now retailers are taking a leap forward with the latest generation of a familiar tool: digital signage.
“Digital signage is coming to define how stores communicate and interact with customers on many different levels,” says Perry Kramer, vice president and practice lead at Boston Retail Partners, a research firm.
The rise of interactive digital signage is fueled by the deployment of robust networks at retail locations. “High-speed networks make it possible for retailers to manage content centrally and to use cloud servers that support several hundred stores rather than having to install separate servers in every store,” says Perry Kramer, vice president and practice lead at Boston Retail Partners.
Central management platforms with a common database that feeds information across all store locations make it easy to update pricing information and brand messaging, he adds. Retail executives simply push changes to stores simultaneously, an improvement over printing new signs and shipping them to individual locations.
“In the past, if a store employee failed to replace a sign in a timely manner, the store wouldn’t be advertising the right price, risking lost sales and customer dissatisfaction,” Kramer says. “Retailers can definitely wind up with a better customer experience with digital solutions.”
Read Full Article: The Right Digital Signage Can Transform the Retail Experience