the future of consumer engagement: retail digital signage
TRANSCRIPT
TH E FUTU R E O FCO NSU M ER EN GAG EM ENT:
M I L L E N N I A LS
A R E YO U R E A DY ?
Millennials are the first generation to be completely digitally based and retailers will be competing for their attention.
To Millennials, boredom is a punishment. The demand for more is not only the basis for attraction, but also essential to keeping their focus. Having attention spans conditioned to last for mere seconds, they rely on relentless stimulation. Retailers have turned to digital signage companies, like Industry Weapon, to remedy the lack of interest in static marketing among this generation. Digital signage allows businesses to run multiple, ever changing campaigns that feature videos, music, and user interaction.
To Millennials, constant connection to social media means constant judgment. Social media is less about keeping in touch with friends and more about documenting noteworthy experiences through text and pictures. They feel pressured to invest unceasing time and energy into their Internet Egos. In posting selfies, statuses, and viral content they seek approval and admiration. They will often mimic the most ‘liked’ users in their network to achieve it.
Retailers like Dick’s Sporting Goods take advantage of digital signage and social media to connect with Millennials beyond their brick and mortar locations. Placing kiosks with an endless aisle and a video wall that featured a social feed with the #runfor during the Dicks Sporting Goods Pittsburgh Marathon was an innovative way to connect with the consumer. Interactive and social signage at an event like a marathon directly connects the brand with their target audience at the perfect moment, when they are at a marathon.
a d v e rt i s i n g w i t h a s e l f i e
Millennials are easily becoming
the most powerful demographic due to their influence
on trends. By 2020 they are projected
to account for 1/3 of retail spending.
[Digital signage with social media integration]
confirms the growing trend of physically mobile
digital engagement, deeper integration into
culture and the outcome of closer relationships with a now-always-connected
consumer.
“ “- Executive Director of Digital Screenmedia Association, Paul Flannigan
Millennials switch their attention 27 times per hour to various media
platforms. [1]
87% of Millennials are more comfortable using
a digital menu. [2]
[1] http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2013-who-are-millennial-shoppers-what-do-they-really-want-retail.aspx
[2] http://adage.com/article/news/study-young-consumers-switch-media-27-times-hour/234008/
27x
WAYS TO USE D I G ITAL SI N GAG E I N
R ETAI L
TO P
10
Digital signage has two effective and unique approaches for obtaining consumer attention: regularly changing content and interactive capabilities. Industry Weapon’s digital signage has the option to allow users to “click through” campaigns. Whether they are opening up to testimonials, looking up past products, or previewing their investment- consumers are focusing when they are interacting.
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Pro m oti o n Alerts H ow - To - Vi d eos
M u lti - Cam pai g n edAdvertisi n g
Po i nt - o f - Sale Self Ch ecko ut
WaY - fi n d i n g
Pro fi le Access
Pu b li C I n fo r mati o n
Pu b li C I n fo r mati o n
I n fo r mative I nteracti o n
Entertai n m ent
Just like the regular signage of the past, customers are informed of sales promotions and upcoming events upon entrance. The perk of digital signage lies in the ability to instantaneously change this material. Prices and dates can be revised in minutes instead of waiting for marketing to be shipped to the store.
Campaigns can incorporate videos that allow consumers to learn more about products without having to waste money and time on live demonstrations. Customers can watch cooking demonstrations at the grocery store, instructional films at the hardware store, or make-up tutorials at the drug store.
To keep consumers engrossed, signs can be programmed to run multiple campaigns at once, or on a customized schedule for constantly refreshed advertising.
Customers can pay their bill or add more money to their gift card while using the signage.
Directories are integrated with up-to-date information so customers can easily access departments.
Customers can sign up for email alerts and access their registration or layaway accounts.
Widgets can be inserted into templates to display real-time public information like weather radar, traffic updates, and news tickers.
Campaigns can link to online suggestion boxes, so surveys can be done right in the store. That information can be directly integrated into internal signage displaying costumer satisfaction stats.
Customers can interface with catalogues to look up products, flip through testimonials/celebrity endorsements, and preview investments (paint color, jewelry settings, personalized clothing, etc.)
Customers can watch videos and listen to music while shopping.
Dick’s Sporting Goods’ #runfor campaign
Sto r eCo n n ectH DIndustry Weapon’s latest product, StoreConnectHD, aims to drive the crowded,overwhelming walls of backroom bulletin boards to extinction. This technology allows retailers at the corporate, regional, and store level to communicate through interactive touchscreens and tablets, as well as integrate with existing reporting systems.
FLI CKSED URetailers can also utilize Industry Weapon’s FlicksEDU platform. Designed to streamline two-way communication between regional managers and associates, FlicksEDU can be included alongside POS systems. It is through this medium that clients and associates can access promotional and training videos, HR messaging, and employee manuals.
TH E OVERVI EWIndustry Weapon’s digital signage is content management at it’s easiest and most effective form. Retail is a fast paced, quick changing environment; digital signage keeps up with the marketing revolutions. It is cost efficient and time saving while requiring minimal training. Clients have the tools to change and refresh their content as much as possible, on their own. Digital Signage is efficient and simple to operate. This product is sold on a yearly license renewal basis.
t h e s e c r e t w e a p o n
W H AT M A K E S T O P R E TA I L E RS E F F E C T I V E ?T H E I R S E C R E T W E A P O N
Industry Weapon provides the necessary tools to create vibrant, innovative channels through which businesses can project their message. By streamlining the user’s experience, and not overwhelming them with information, businesses learn how to operate their own digital signage.
With Industry Weapon’s solution, retailers can integrate with existing systems, like POS software, to connect with employees. Their communications can contain everything from alerts for promotional items, HR messages, and employee manuals, to training videos accessed through Industry Weapon’s FlicksEDU application.
T O P R E TA I L E X E C U T I V E S U S E D I G I TA LS I G N A G E F O R AS S O C I AT E I N T E R A C T I O N
FIVE WAYS
Sto r eCo n n ectH DStoreConnectHD is a hassle free alternative to the standard backroom bulletin board. This advancement allows clients to internally communicate, connect with POS, and collect data.
Fli cksED UThis platform is a quick and easy way to share videos for onboarding employees and briefing associates on new product lines.
I nstag ra mThis app is used to engage employees and customers through social media. Associates see the benefits of their job through customer involvement, and customers feel appreciation when their pictures have been selected for the account.
Executive M essag i n gThe simplest way to create a personal interaction between C levels and employees, even if they’ve never met.
Sales Stat I nteg rati o nAssociates can access their sales performance metrics to create team awareness.
Blending multi-media technologies with analytics
that track, measure and automate business information creates an
unparalleled connection between corporate offices and store associates. And of course, allows retailers to focus on driving sales.
“ “- CEO, Industry Weapon, David Wible
What retailers end up seeing is less time
being spent organizing, finding and distributing
information and more time focusing on the consumer
experience.“ “- Director of Sales, Industry Weapon, Ryan Barlow
