In an increasingly competitive business environment, retail companies are constantly seeking ways to optimize their customer communication strategies. It is in this dynamic context that digital signage stands out as an exceptional tool for enhancing visual communication in retail. “Amidst a sea of store options available to consumers, ensuring that a store captures and maintains the customer's attention is a challenge. The mere presence of a customer does not automatically guarantee that they will be persuaded to make a purchase,” says Edgar Júnior, Vice President of Technology at Pricefy by Selbetti ( www.pricefy.com.br ), a leading company that offers technology to make in-store communication a transformative experience for both employees and shoppers.
As Edgar says, a store can offer the best deals, with irresistible prices and conditions, but if the communication of that promotion isn't effective, the result can be frustrating. Digital signage represents an advance in the sphere of visual communication in retail, elevating it to a new level. “Using digital screens and panels, digital signage displays information about products, prices, and promotions, similarly to conventional posters. However, its capabilities go far beyond that, offering dynamic and captivating communication,” states the executive.
Although it has a notable presence in other sectors, such as airports, gyms, hotels, and restaurants, digital signage is gaining ground in retail due to its versatility. The technology enables a more dynamic and attractive way to communicate with consumers. “While traditional posters display information statically, digital signage presents it in a more visually impactful way. This doesn't imply the obsolescence of posters, but reinforces the importance of digital signage as a complementary tool,” he states.
Positive customer experiences – Digital signage has evolved to enable interactive experiences, such as touchscreens that allow customers to explore products, access digital menus, use self-service systems, and even provide feedback to stores. And its benefits are numerous.
“Among the pressing challenges of visual communication in retail, price updates and the agile dissemination of offers stand out. With digital signage, the task of creating content becomes easier and more flexible. From conception to display on digital panels and screens, it adds dynamism and efficiency to the process,” says Edgar Júnior. “By improving operational efficiency, the store is free to focus its efforts on the customer. One of the great advantages of digital signage is its ability to optimize the consumer experience,” he adds.
By leveraging the power of digital screens, it's possible to engage customers in a unique way. Interactive content has the power to capture consumer attention more effectively, fostering genuine engagement throughout their purchasing journey. Beyond making in-store purchases, consumers are more likely to develop a positive and lasting perception of the brand. "The use of digital signage, therefore, transcends mere visual communication, becoming an impactful vehicle for forging lasting connections with the target audience," says Edgar.
