If a consumer trusts your advertising and marketing then the likelihood of changing purchasing behaviour increases. Although traditional forms of advertising, such as television and print are still considered the most trust-worthy; 63% of respondents either completely or somewhat trust television advertising (2015 Global Trust in Advertising report by Neilsen), sometimes it may be difficult to translate this into influenced purchasing behaviour. This is primary because, unless the advertised product is a considered purchase (such as a new car or home) where there is an element of research required, the advertising becomes a branding issue that relies on consumer recollection the next time they are in a retail position.
Branding is fine, and it is an effective tool in persuading consumers, however, ROI’s are a little bit more involved when calculating and sales translations may not always be immediately seen.
Television and newspapers have their greatest focused impact at home. Digital Signage, on the other hand, has its greatest focused impact in the retail setting.
The primary role of Digital Signage in a retail environment is to influence an immediate change or reinforce consumer behaviour. Your customer is already in the purchasing mindset; after all they are in your store to purchase anyway. As the business owner, now that you have attracted the consumer, you need to maximise the purchase opportunities. You may want to adjunct peripheral sales to the core reason the consumer is there, or redirect them to over-stocked items or upsell to a similar item with a (possibly) higher margin or encourage impulse buying.
The immediacy of digital signage can be used to guide the consumer to where you want them to go. For this to happen, they need to “trust” the messages that you are promoting. If you message is rubbish, then don’t expect an increase in sales. KNUCKLES provide the tools to assemble professional looking advertisements optimised for your digital signage. If you however find it difficult to string two coherent words together, then let the team at KNUCKLES either create bespoke memes or perform the promotion management for you.
Ultimately, the experience needs to be positive for the consumer; this will ensure that they return.