Most physical stores now also sell online. If you are one of them, ideally you want anyone who comes into your retail outlet to also become an online client.
This opens up the opportunity for you to reach out to them at any time. Possibly by sending them special offers to tempt them to buy. Or periodically asking them to answer a few questions so that you can learn more about their preferences. It means that when in-store sales are slow you can give your cash flow a boost by reaching out via email, a digital newsletter, or social media with a special offer. You no longer have to accept sales levels slowing during periods of inclement weather, the holiday season or lockdowns.
Installing more digital advertising screens in-store is one of the easiest ways to sell more in a shop, bar, restaurant, salon, or beauticians office. But did you know that you can also use them to increase the chances of you making an online sale? Surprisingly, you can, and it is much easier than you think.
For many years, this Australian digital signage company has been helping their clients to do exactly that. As you will see, all of the methods they have been successfully using can easily be replicated by any business that currently has in-store screens or is planning to install them.
The traditional approach to in-store digital advertising
Before we dive into how to use in-store digital signage to boost internet sales it is worth just reviewing how they can be used to sell more in-store. Many shops set one up in a window as a way of catching the eye of people who are passing by. A bold and engaging image combined with a time-sensitive special offer often tempts people in, to shop.
Once in the store, customers can be directed to special offers by using display advertising. Many retailers also use small display screens to show very short videos that demonstrate the virtues of a new product line.
Digital signage can also be used to tell a customer more about what you sell. For example, explaining that you offer free delivery for orders over a certain amount. Or by inviting them to check out the home décor aisle because you have just got your festive decorations in.
All of this works well. But you do not have to confine yourself to using your digital screens for traditional advertising. Because you can change what you display on them at any time you can repurpose some of them to tempt in-store customers to become online ones too.
Test out your online promotions in store
If you are planning to run a promotion online, you can potentially test them out in-store first. All you do is to make a note of the time you display the ad then check your sales database to see how many sales of that item were generated. Potentially, you can try out different ad formats or offers on different days to see which ones worked the best.
Over the long term, you can also experiment with elements of your brand. For example, the fonts you use, and new company colors can be experimented with using in-store display ads before being rolled out online.
Offer discounts that are exclusive to online customers
Most people can be tempted to do something if you offer them sufficient incentive to do so. You could for example use an in-store display screen to advertise the fact that all new online customers get a 20% discount on their first order. Something that will prompt many to go to your website and sign up.
Or you could advertise a special discount code to encourage clients to buy some of the products that you only sell online. If you do choose to do this, make the code that you display as short and memorable as possible.
Use QR codes in your digital display advertising
If you have screens that are set up at a height that customers can reach, you can potentially incorporate QR codes into the promotions you display. Provided the screen is kept clean enough, most people can scan it with their smartphone. You could, for example, offer them access to a special discount if they scan the code and download your app. Or you could have them taken to your newsletter sign up page. Because QR codes are super easy to use, a lot of people will be tempted.
If you would like to find out more about retail advertising in the digital age, click here. You can also find out how to reverse things and encourage online buyers to make the effort to visit your store and buy there, by reading this article. Something which is important for businesses who sell the type of goods that people like to see and feel before buying, for example, furniture and special gifts.