Forward planning, time-consuming preparatory work, commissioning, shipping, and ultimately the placement each time anew: Print posters cost time, money, and require strong nerves. Because if a mistake does sneak into the classic advertising medium, there is hardly any chance to adjust. It's hardly surprising then that for some time now, a more advanced alternative is challenging its claim to the title as a more efficient advertising measure compared to print formats in retail: Digital signage solutions. This opens up entirely new possibilities for retailers.
Digital Signage: Knowing and Using Alternatives
Whether through posters, signs in front of the store door, or flyers in the shop window – retailers hope their product and offer promotions will spark the "I want this moment" in customers. And rightly so. As customer stoppers, they have often proven themselves. But newer technologies are dethroning them and gradually solidifying their position further. Digital signage is one of them.
Areas of use and objectives differ hardly at all. It is more like a digitization of classic advertising media. So, special displays take the places where paper once sought attention. The contents simply appear digitally on them – without format selection, print data check, and keeping an eye on delivery times. However, with numerous design options.
More Than Advertising
Simply branding them as advertising media would be too narrow. Digital signage systems display everything that is currently useful to the retailer. In addition to advertising, general information about products or profiles about suppliers can be depicted. But entertaining content or news tickers are also conceivable – no matter what delights the customer’s heart. This mix of advertising and valuable content creates the first added value. Whether short, interesting or commercial content – there are no limits to the imagination.
The same applies to flexibility and timeliness. If offers change, digital signage eliminates the need to reach for a new price sticker. Current promotions, daily offers, or after-work discounts are played out by retailers with time-controlled ad integration and small changes in the image text are simply adjusted digitally at the office workstation or via smartphone. Images aren't finalized yet, but the offer is about to be promoted? This is no longer an obstacle either. Amendments later are straightforward thanks to the innovative marketing method.
Three Components for a Successful Transition
Before retailers begin the digital engagement of their customers, they need to lay three foundations. First, they need hardware. They must procure screens, media players, network components, or mounts. The software is the second necessary component and forms the core of the action. Our tip: Start small. If a sales increase is noticeable, the system can be easily expanded. Because digital signage software is characterized by scalability.
With the ALVARA Coffeeboard, for example, retailers receive a complete solution of hardware and software – competently advised and supported by one of our strong partners. This ensures an optimal combination of displays, media players, and software configuration so that customers and operators alike experience professional media playback.
In addition to the classic on-site solution, customers are increasingly relying on the ALVARA Cloud Coffeeboard, which retailers can configure and control directly via the web browser. The intuitive use offers a high level of flexibility and individual presentation on the digital advertising board.
Once hardware and software are chosen, the third and final act follows: the creation and management of content. The marketing wisdom applies here: Content is King! Therefore, lively content is important. Switch between offers, news, jokes, go back to discounts and dealer information to the comic of the day or quotes. The closer retailers move to customer interests, the more digital signage becomes an effective communication tool – and builds trust. Particularly detailed content about products, suppliers, or animal husbandry forms in meat products are welcomed by customers.
Conclusion
Building successful customer loyalty is more challenging than ever for branch operators today. New strategies must be innovative, present offers and products attractively, and keep the effort for employees low. Digital signage fulfills all these conditions and can develop into a real customer magnet through central control of advertising processes, flexibility, and variety in the sales area.
Attention, flexibility, and speed – with our Coffeeboard you can bring these advantages into your business.