In an increasingly competitive business scenario, retailers constantly seek 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 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 Junior, 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 puts it, 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 realm of visual communication in retail, taking it to a new level. “By using digital screens and panels, digital signage displays information about products, prices, and promotions, similar to traditional posters. However, its capabilities go far beyond, offering dynamic and engaging communication,” states the executive.
Although a notable presence in other sectors such as airports, gyms, hotels, and restaurants, digital signage is gaining space in retail for its versatility. The technology enables a more dynamic and attractive way to communicate with consumers. “While traditional posters display information in a static way, digital signage presents it in a visually more impactful manner. This does not imply the obsolescence of posters but reinforces the importance of digital signage as a complementary tool,” he states.
Good experiences for customers – Digital signage has evolved to allow interactive experiences, such as touch-sensitive 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, updating prices and swiftly promoting offers stand out. With digital signage, the task of creating content becomes easier and more flexible. From conception to airing on digital panels and screens, it adds dynamism and efficiency to the process,” says Edgar Junior. “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 concludes.
By leveraging the power of digital screens, it is possible to engage the customer in a differentiated way. Interactive contents have the power to capture the consumer’s attention more effectively, fostering real engagement throughout their purchase journeys. 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, transcends mere visual communication, becoming a striking vehicle for forging lasting connections with the target audience,” says Edgar.
