Today, a physical store has to add value and offer an experience that cannot be obtained online. In-store communication is an essential factor to make this happen. Hybrid Signage is a concept designed by us to even further enhance the shopping experience and, to meet the needs of today’s in-store customer. By combining knowledge, print, digital and mobile communication within the physical store, you will interact with the customer on a whole new level.
The combination becomes extremely powerful. Together, they deliver an experience that cannot be created online.
We call it Hybrid Signage.
Hybrid Signage has the potential to establish customer satisfaction on a whole new level by allowing in-store communication to further interact with customers with various platforms, e.g. phones by creating events through social media and to create a WOW experience through intuitive control.
Consumers want relevant information. More and more stores aim to create targeted and personalised communication. But in-store communication is often forgotten.
At any given moment or place in the store, what is important for the customer? What does this customer need to be inspired and make a purchasing decision?
Content should be produced based on the answers to the questions below. The content should also collaborate with your other in-store marketing channels.
In what way does your signage communicate with the intended target group? This is a question that you should ask yourself before producing new signage, whether it’s digital or printed.
Some tips to keep in mind when producing in-store signage communication:
Where in the store should the signage be located?
What type of signage is suitable? Digital? Phone? Printed sign?
What type of content should be displayed on which unit?
Who is the target group, and who will see the content?
In the retail industry, display solutions are increasing rapidly, and will play an important role in in-store communication in the future. It is common to play TV commercials in order to always have content on the screens. However, this method has not been proven profitable.
This poses an important question; what is the purpose and goal of your in-store communication?
If the goal is to create a WOW experience while simplifying the purchasing decision, the signage content is of outmost importance. How you choose to show your content is just as important, is your content more suitable on a display, printed sign or phone?
You should keep the following in mind:
Is the content adapted to the signage placement?
Is the content relevant to the product?
Does the content motivate a purchase decision?
Print is the traditional and most common form of in-store signage. It’s available in different sizes, and materials, from shelf labels to banners, and is easy to place inside and outside the store.
The benefit of print is the flexibility; they are easy to move around. It is available in a variety of formats and materials, such as polyester, water and weather resistant.
QR codes has been around for a long time and recently gained new power in retail. Today, many phones have a built-in QR reader, making QR codes more accessible. A QR code linked to inspirational content can lead the consumer to buy more products. It’s a way to reinforce print with mobile applications, which is being used more frequently in retail today.
The use of digital signage in retail is growing, the hardware prices continues to drop and technology is developing rapidly. Digital signage has many advantages, amongst them the possibility to effortlessly change, schedule and adjust content. Digital signage can display several products, animations and videos that attract attention.
As with print, digital signage comes in different sizes. From 10” to 49” are currently the most common sizes. You should keep in mind where and how they are going to be displayed when choosing the size of your digital signage.
When digital signage was introduced in in-store marketing communication, a brand new world opened for marketers. Imagine being able to update thousands of screens with just one click!
To have a strategy for what content to display, on which screen and for which occasion, and therefore also the selection of adequate software, is vital. In a unique study by PostNord, Ipsos and Neurons INC (Behind the Mind, Neuromarketing 2016), it was concluded that a combination of physical and digital advertising works best. Besides, they found that being exposed to physical advertising before digital advertising reinforces the emotional impact of a campaign.
Relevance is key
Digital displays whose messages match the product around the corner make it easier for customers to make a purchase decision. Digital monitors with content that doesn’t match the closest product are confusing and often ignored entirely.
Younger age groups use the phone every two minutes. Customers who use their phones spend 41% more time in the store than customers who don’t (Ahlbom et al. 2017).
Today, we know that customers who use their mobile phone during a shopping trip buy, on average, 30% more than those who don’t use it in-store (Nordfält and Ahlbom, Marketing in store, 2018). Therefore, we cannot exclude the mobile from in-store communication.
By including the mobile phone in-store communication, you can complement the messages in the digital and printed signs, thus creating additional interaction with the consumers. One example is to direct a customer to a website for more information about a product or perhaps show them something that inspires them, such as a recipe, to purchase complementary product
QR codes, site awareness and smarter apps are some useful examples of possibilities within mobile in-store communication.
Want to see Hybrid Signage in action?
Request a customized demonstration and discover how you can take your in-store customer experience to the next level. Do you see business opportunities in Hybrid Signage? Join the Shoppa Reseller Partner Program