Software options for Retail Digital Signage Solutions

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Choosing the right CMS for your Retail solution

Digital signage is one of the most powerful tools you can use when it comes to engaging with your customers. From directing footfall and promoting offers, to creating a more experiential and enthralling buyer experience. 

One of the biggest challenges that retailers face today is the continuous growth of online purchasing. The rebuttal to this has been to create a more dynamic in-store experience that offers something on the high street that can’t be replicated online. 

Over 71% of consumers feel that advertising on digital signage stands out more compared to online advertising. A perfect example of this working in the real world is Iceland’s incredible 700% increase in coconut water sales after featuring a deal on their signage

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So how do we look to increase our buyer experience while getting the most from the digital signage that we have? 

Having digital signage and creating a digital signage experience are two very different things. As with any good conversion strategies, content is always KEY. That means making your content engaging, eye-catching and memorable. There’s more to creating good digital signage than just good content though. When looking at your CMS (content management system) provider, you should ask yourself if they tick all the boxes for what you need today but also, for what you might want in the future. 

Some of the key items to consider are:

Can I schedule my content at scale?

Can you build, deliver and plan your content into the future across different stores, different languages and different stock levels? When you’re looking at your CMS of choice, ask yourself (or better yet, ask the CMS provider) how you can scale with the platform. How can you tackle items like unique product placements or differing stock levels in different regions? Some platforms may even have the capability to use your existing EPOS system to integrate (with development) your stock data to help your digital signage automate its promotional items. 

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How do I manage my players? (Screens and other hardware)

Digital signage can be achieved in a multitude of ways, either with on-site servers or hosted in the cloud. There are benefits to both, however, consider the reality of managing these devices. On-site servers will suffer from additional upkeep and management whereas cloud-based platforms will be more manageable for multiple locations and remote management.

What can I do to evaluate my content performance?

Proof of Play (or PoP) gives you a much better insight into how often your content is visible and being promoted. With potentially tens or hundreds of different promotions and offers being displayed, being able to track the visibility of this content can offer you excellent insight into your campaigns performance. Check with your CMS provider to see if PoP is an option for you. You can take your PoP data to the next level by comparing your data with audience analytics tools to retroactively compare your viewing audience with your PoP data. 

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How do I let my audience interact with my signage?

When we’re talking about experiences, there’s nothing quite like getting your audience interact with your content. This can take many forms from touch-screen experiences, wayfinding solutions or even Lift and Learn. With Lift and learn you can allow your customers to compare and contrast real life products while being informed of the product features through digital signage. Nexmosphere offers an array of different products that can be used for interaction with Signagelive.

Seasonal changes and time-sensitive content

Flexible content is a staple for almost any CMS platform out there today and with good reason. Being able to schedule your content to display when needed makes your day to day management much easier. Look for platforms that can offer you the choice between time-sensitive content (such as hours in the day), date sensitive content (for when you’re planning for an event or season) and player location specific content. With player location specific content, you can group your players so your global messaging can have unique assets that only appear when players exist in a specific group. This offers you the most flexibility and capability when it comes to scheduling. 

In addition, Signagelive integrates with a growing number of Machine Learning (ML) and Artificial Intelligence (AI) solutions that enable content to be displayed based on any data or sensor inputs to ensure customers are viewing optimal digital signage messages and promotions.

In Summary

Preparing your retail experience with digital signage can offer incredible growth in revenue. Whether you’re looking to promote stock that needs moving or immerse your customers in a branded experience, digital signage gives you the tools you need to create something truly captivating. When looking at your CMS provider, make sure you consider what you need from the provider now and in the future as moving from platform to platform is a time-consuming and expensive initiative. 

Moreover, make sure the platform you choose has the breadth of features that can allow you to make smart decisions when it comes to content control, audience experience and your management overall.