Tap Into The Shoppers Mentality With Digital Signage Displays

While digital signage technology is very applicable in many out-of-home settings today

, perhaps the one area that it has been phenomenally successful is in retail points. When well deployed in point of sale settings like shopping malls, retail outlets and department stores, digital signage displays help make decisions for shoppers and thus amplify the sales volume of many business owners.

The huge slim flat-panel plasma screens installed in retail shops using innovative and dynamically creative tactics are extremely effective in keeping consumers informed, positively motivated to buy and even entertained during the shopping spree. The digital signage displays can range from sleek wall-mounted units (X-large screens) to minute four-inch screen displays expertly embedded in strategically placed positions. Research has shown that shopping is not usually a very entertaining engagement for many males. Women too dont like searching for items in the department stores, especially if shoes and outfits are not on the shopping list.

To keep shoppers entertained, some large retail chains such as Blockbuster, Wal-Mart and Best Buy installed some TVs in their shopping halls in the late 1990s. Their content was however not appealing or advert-effective. Modern digital signage technologies have taken that pioneer display idea to a completely new level. With a contemporary digital signage display business owners can effectively tap into the mindset of shoppers and influence them subjectively towards buying a particular brand, service or product.

To do this you first need to entertain the shoppers and make them jovial. Once they are entertained and you have their attention bring on your message. The message should not be of something they need to think about. It should not even be an informative message. That is for other advertising media. The digital signage message should be relevant to the activity at hand when the audience listens to it. It should be primarily to stimulate their gut instinct, to propel them towards an impulse purchase.

The idea is to captivate the audience at the moment of listening to the message and exploit the opportunity. They are already in the shop/bank/hotel with a shopping trolley, cash or appetite respectively. Their credit card or cash is already at hand. Their shoppers attitude is already at influence optimum. Strike then and push them to your product or service. Some people might think of this as an opportunistic thing to do but that is what good advertisers do, what marketers are always looking out for and what winning businesses rely on; its nothing personal. Digital signage use is a definite opportunity to positively influence shoppers to think and act in a way favorable to your business interests.

by: Lorraine Williams

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