PART 1: SILENCE ISN’T GOLDEN ANY MORE
In 1927, Warner Brothers released a movie called The Jazz Singer. With an actor referred to as ‘The World’s Greatest Entertainer’ at the helm, it was an enjoyable story about a young singer who runs away from home to follow his dream of becoming a musician. It was a revolutionary film in the history of cinema. By synchronizing the images to sound, the first mainstream ‘talkie’ not only put paid to silent movies, it ushered in an entire new era for Hollywood, affectionately known as The Golden Age of Cinema. Technology we now take for granted brought cinema into this new age by taking what was already there and adding a new dimension to it to feed the increasing appetite of those that paid to keep it alive – cinema customers. Fast-forward nearly 100 years and we’re on the cusp of what GuihenJones believe will be the Golden Age of Retail. Leading this customer-fuelled change is Digital Signage and as an expert in this emerging field of retail communication, we’ve produced a short two-part guide to help ensure you don’t get silently left behind.
CHANGE IS INEVITABLE, PROGRESS IS OPTIONAL.
Like the cinema industry towards the end of 1926, traditional retail isn’t going away, it’s just on the eve of a major transformation. Like so many things in the world today, this rapid transformation is largely being driven by technology. Advances in mobile capabilities coupled with the always-informed nature of today’s always-on society, is actually reshaping expectations and evaluations of offline retail experiences. The ever-expanding possibilities that modern digital technology is affording brands and the diminishing amount of patience that consumers have in store, means success will lie in the retailers’ ability to instantly deliver an engaging instore customer experience. Leading this engagement-drive, is Digital Signage. But what is Digital Signage and why should you jump on board before the train has fully left the station?
WHAT IS DIGITAL SIGNAGE?
As you’ve probably experienced, it takes a lot of money, time and effort to print, distribute and replace static, posters, brochures, booklets and price points. In a nutshell, Digital Signage is a versatile and powerful dynamic representation of messages that would traditionally be printed. Digital Signage engages your consumers in ways print can’t as it allows you to display offers, promote products, showcase your portfolio, inform visitors and entertain customers through TV-like screens. As well as being hugely effective at quickly influencing customers’ purchasing decisions, Digital Signage is giving ambitious brands, and the retail advertising agencies that serve them, the ability to be current and cutting edge while keeping their advertising cost-effective. It is one of the fastest growing areas of retail communications, and with 76% of shopping decisions being made in store, it’s easy to see why Digital Signage is giving brands a real edge at the shelf’s edge.
WHY EVERYONE IS TALKING ABOUT IT
8.9% The projected yearly rate of growth in the Australia-Pacific Digital Signage market from 2014 to 2020. (Source: Markets and Markets)
15 seconds The amount of time the average shopper spends at supermarket shelves per category. (Source: Nielsen)
41% of people said they’d be more likely to visit a store with Digital Signage with 62% having seen Digital Signage in the last 12 months. (Source: Riano, S. 2009)
$14.87 billion The projected total Digital Signage market by 2020. (Source: Markets and Markets)
68% of all smart phone users access the web in-store and 20% use it to research products in-store. (Source: GuihenJones)
32.8% The growth in repeat buyers that Digital Signage generates. (Source: Avida)
76% of shopping decisions are made in store. (Source: POPAI)
1 in 5 people have made an unplanned purchase after seeing it promoted through Digital Signage. (Source: Digital Messaging Company)
87% of Millennials are more comfortable using a digital menu. (Source: Accenture)
THE BENEFITS OF DIGITAL SIGNAGE
Ok, so a lot has been achieved by Digital Signage in a short space of time and even more is expected from it over the next few years. But what can Digital Signage do for you, your brand and your business? Here are just a couple of benefits we’ve taken from a very long list:
EDUCATE YOUR CUSTOMERS
It used to be that customers had to find a staff member to answer their queries. But that pushed them online and lead to huge increases in showrooming. Digital Signage is the perfect balance. You can ensure your customers have all the information they need, without having to employ more staff and without having your customers leave your store to find it.
SCALE WHAT YOU’RE SELLING
Used correctly, Digital Signage can allow even the smallest stores to stock the biggest inventories. If a customer can’t find something on the shelves, you can make it easy for them to find it through Digital Signage and even have it delivered to their home.
IF YOU’VE SAID IT ONCE, YOU’VE SAID IT A THOUSAND TIMES
Your Digital Signage messaging can be created, edited, removed and refreshed in a matter of moments. But the best bit is all this can be achieved from one central location. So if you have multiple stores, you don’t have to visit each one of them to change what it is they’re each saying at the shelf edge.
SAVING TIME, IS SAVING MONEY
If you’re worried about the cost of implementing Digital Signage, you might want to consider the cost each time you reprint, redesign and redistribute new messaging. You only have to look at the growth of Digital Signage in the fast food industry to see how quickly digital menu boards have replaced printed menus across nationwide store networks.
REACT TO A POTENTIAL SALE IN SECONDS
Unlike traditional press advertising, Digital Signage allows you to react to situations in minutes. Has Mother Nature produced an unexpectedly hot day? Why not reduce the price of your bottle water or ice creams by 50% and put an ad up on your in-store screens in seconds.
CUSTOMISE YOUR CUSTOMER MESSAGING
Emerging Digital Signage technology can even push a specific message based on the recipient’s gender! Recently, ‘real time customer insight’ company OptmiEyes installed their technology in 450 Tesco filling stations in the UK. Using a revolutionary system of cameras, they can assess the gender and approximate age of customers and ultimately decide on the best message to broadcast to them.
YOUR CUSTOMERS ARE FUN, SO YOU SHOULD BE TOO
You only have to look at the popularity of social media, online gaming and mobile apps to know that tomorrow’s shoppers are going to expect to be entertained at every corner. As such, it’s going to be vital to be able to capture and retain their attention in interesting ways they understand – through a screen.
NOW THAT WE’VE GOT YOUR ATTENTION….
In the second part of our Discovering Digital Signage guide, we’ll show you different types to suit different needs and how to go about getting your strategy started. If you can’t wait until then, just contact one of our retail communications specialists today and get a front row seat to the retail industry equivalent of The Jazz Singer.