digital signage
"Don’t implement digital
elements just for the
sake of ‘doing digital’.
The goal of creating
a positive, immersive
and engaging customer
experience must be
paramount"
a layered digital ecosystem that takes
advantage of multiple form factors and
technologies, and weave them together
to create a seamless and engaging
customer experience.
One company that has done this well
is Madame Tussauds. The company’s
Times Square location in New York City
wanted to find a new way to entice
people in. Working with trusted partners,
Madame Tussauds installed a larger than
life 13x12ft LED screen in the lobby that
highlights current exhibits to grab the
attention of passers-by. The installation
has improved traffic, brand awareness,
and ultimately increased foot traffic into
the museum.
Despite having eye-catching in-store
technology, it’s important to remember
that incorporating digital elements must
be meaningful. Don’t implement digital
50 KIOSK solutions
elements just for the sake of ‘doing
digital’. The goal of creating a positive,
immersive and engaging customer
experience must be paramount as you
bring your stores to life, blending the
online and offline experiences.
Bring it all to life
As shoppers’ expectations have
increased, they have come to anticipate
that retailers will approach them with
personalised messages that reflect their
history and relationship with the brand,
as well as items of interest.
In order to optimise these messages
companies can employ beacons,
mobile apps, or RFID technology. All
of these options provide a proven way
to measure where a shopper is, how
much time they are spending looking at
an item, determine their past purchase
history, understand what size they are
looking for, identify related items for
upsell opportunities, and more. It all
depends on the approach you would like
to take.
No matter which path you choose,
digital signage provides the opportunity
to bring the online experience to life and
deliver meaningful in-store experiences.
Whether you’re looking to build an
interactive style advisor that helps sales
associates make more tailored outfit
recommendations, or rollout RFID
sensor-enabled holders to take shopper
engagement with products to the
next level, or experiment with beacon
technology and mobile apps to bring the
online experience into the store, digital
signage ties it all together and helps to
deliver a seamless path to purchase. n