In an increasingly competitive commercial landscape, retail companies are constantly seeking ways to optimize their communication strategies with customers. It is in this dynamic context that digital signage stands out as an exceptional tool to enhance visual communication in retail. "Amidst a sea of store options available to consumers, ensuring that the store captures and maintains the customer's attention is a challenge. Their mere presence does not automatically guarantee 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 employees and shoppers.
As Edgar says, a store can offer the best deals, with irresistible prices and conditions, but if the communication of this promotion is not effective, the result can be frustrating. Digital signage represents an advancement in the field of visual communication in retail, elevating it to a new level. "Using screens and digital panels, digital signage displays information about products, prices, and promotions in a manner similar to traditional posters. However, its capabilities go far beyond, offering dynamic and engaging communication," says the executive.
Although it is a notable presence in other sectors such as airports, gyms, hotels, and restaurants, digital signage is gaining ground in retail due to its versatility. Technology enables a more dynamic and engaging way to communicate with consumers. "While traditional posters display information in a static manner, digital signage presents it in a more visually impactful way. This does not imply the obsolescence of posters, but reinforces the importance of digital signage as a complementary tool," he states.
Good customer experiences –Digital signage has evolved to enable interactive experiences, such as touch screens 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 quick promotion 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 enhancing 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/she/they concludes.
By leveraging the power of digital screens, it is possible to engage the customer in a unique way. Interactive content has the power to capture the consumer's attention more effectively, fostering genuine engagement throughout their purchasing journey. In addition to making purchases in the store, consumers are more likely to develop a positive and lasting perception of the brand. "The use of digital signage, therefore, goes beyond mere visual communication, becoming a powerful vehicle to forge lasting connections with the target audience," says Edgar.
