Norman Rühl, Cheil Germany, discusses how to get in-store content right.
Nowadays a lot is being written about digital signage at the point of sale (POS), often with a focus on technical solutions and hardware components such as kiosk systems or display screens.Looking closer at the POS, we see that this area has changed significantly in the last years. Certainly, studies have shown that 60 – 70% of purchase decisions are made directly at the point of decision (POD) in the immediate vicinity of the product. But the POS does not only represent a product presentation, but also a point of interest (POI) and point of communication (POC): it is a place to reach a shopper and make them customers and fans of a brand or a product. The shops must once again be an experience and should stay in the shoppers’ mind as a pleasant memory.
Particularly for products requiring explanation or consultation, it is essential not to leave potential customers alone at the POS. Unfortunately, there is often the situation that the sales representative is not always at the right place at the right time. Here a successful approach lies in the deployment of digital signage concepts so that the customer will be actively informed about the products. The increased visibility leads to an increased impulse buying rate in double digits. The customer does not lose time searching for the information, so he has time to buy the products and does not necessarily need a sales representative to obtain the desired information.
Crucial to the success of such a solution is the content, which should include a mix of information, advice and advertising. It should also be interactive to allow the customers to deal with the content and access individual and targeted information. In addition to the functionality and structure of the content, the design plays an important role. Especially when it comes to product worlds, convergence, cross-selling or networking, it is essential to have an innovative and compelling content design.
Whether an online or offline access is available, the content should be updated regularly so that the customer always has an interest to be actively engaged with the content. Pure-store TV concepts do not generally meet the needs and requirements of the market and, due to the already considerable overstimulation of these types of media, the Pure-store TV is hardly, or even no longer, perceived.
Using modern and flexible CRM systems and the appropriate software, it is now possible to connect digital signage solutions to the internal stock or order systems. Whether the desired product is available or not, the customer always has the possibility to buy at the POS. The bought product can then be sent straight to their home or the customer can collect it later from the shop. The revenues can then be credited to the shop, instead of losing business to the web.
The benefits of digital signage at the POS are not only sales increases, but also that the product and brand will be recognised as innovative because of the deployment of modern presentation tools.
Concerning the hardware, it is important to pay attention to a few things. The individual components have to be matched properly, to be able to guarantee the functionality and continuous use of the systems. When off-the-shelf consumer products are used for digital signage networks, this mostly condemns the project to fail. During the running development process, it is very important to be sure that the output media and players are compatible with the CRM and software. To ensure sustainable success, each system must be perfectly matched.
The next important step is the hardware design. It must not only encourage consumers to interact, but must also suit the concept and design of the shop, in which the system will be placed. And, last but not least, of course, it should suit the different appearances of the manufacturers or trading partners.
Whether as a standalone, island or wall solution, digital signage media should always be eye-catching. If standalone solutions are to be used, it is important to ensure that they reach as many potential shoppers as possible and that the systems are very visibly placed.
8 Rules For Successful DS:
1. Content is king
2. Mix advertising and information
3. Attract attention
4. Architectural aesthetics
5. Keep eye contact
6. Accompany your customers
7. Simple self-explanatory operation
8. Use the reporting
source ds europe