Transforming the retail experience with digital POP displays 1
Research shows that in retail stores, bars, restaurants and many other venues, the right Digital point-of-purchase (POP) Displays are key to attracting customer attention and increasing revenue. According to a Popspot report titled "Why the Checkout Counter is Retail's Next Gold Mine," 62% of customers said they are more likely to notice products advertised on Digital POP Displays when they return to shop. More importantly, 43% said they are likely to purchase the advertised product immediately.
Unsurprisingly, Digital POP Displays have become a common fixture in retail spaces. But there are many options beyond the typical static display, especially as the post-pandemic era arrives and the retail experience needs to be rethought. Digital POP Displays will help you make the most of the opportunity.
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Digital POP Displays helps post-pandemic business development
Currently, the pandemic restrictions that have been in place for months in most parts of the world are gradually being relaxed. This is good news for retailers, but it does not mean that everything is back to the original state. Habits and preferences formed during the pandemic are expected to persist, and retailers need to adapt to this reality. Digital POP Displays will help a lot in this regard.
For example, Mintel's report shows that the requirement for retail to follow certain cleanliness standards will continue. Including cleaning frequency information in the content looped on the Digital POP Displays, or even just showing that you care about keeping the store clean, can win customer satisfaction through such simple steps.
Buy online, pick up in store (BOPIS) is another trend that is gaining traction. This trend can be further reinforced by placing displays near the pickup counter. Using these displays to promote eye-catching products or showcase promotions will entice people waiting in line to spend more in-store.
These are just a few examples of the possibilities that digital screens can offer for post-pandemic recovery, and many other ways mentioned in this article can also contribute to this goal. In other words, digital displays are a smart investment that can effectively help the retail industry get back on track.
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Moving image Digital POP Displays have a lasting impact
Digital POP Displays are designed to attract consumers' attention to products in a sales environment, but they are usually in the form of simple static images such as posters, cardboard holders, and text communication.
Research shows that these Digital POP Displays are not very effective. Neuro-Insight for Ocean Outdoor's "Neuroscience Perspectives on Fully Motion Digital Outdoor Media" report shows that dynamic digital signage images are 2.5 times more effective at eliciting emotional responses from audiences than static images. People also remember dynamic image content better than static images.
For retailers looking to go digital, placing displays at checkout and other carefully chosen locations in the store can improve the shopping experience and drive sales.
Example: These ads shown on the Primesight network use dynamic images to attract more attention.
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Digital signage can achieve flexible promotion based on scenarios
Another drawback of static Digital POP Displays is that they can’t adjust to environmental conditions. Digital POP Displays make advertising smarter.
High-quality digital signage software platforms have extensible APIs that can integrate with other data streams. Retailers can use this capability to integrate point-of-sale and inventory systems, weather forecasts, sports scores, and more. By connecting these platforms, advertising content on signs can be tied to environmental conditions. If it’s cold outside, serve more coat or sweater ads to in-store customers. If a star player is on a winning streak, promote his jersey. Similarly, if the product being advertised is sold out in the store, the screen can automatically switch to another promotion.
Digital POP Displays can go a long way in driving impulse purchases. Retailers can better realize this potential by ensuring that advertising is always targeted and effective, showing products that are in stock.
Example: MMD Media ties POS data to Digital POP Displays located in and around its gas station locations to ensure advertising promotions are always effective.