Last year, China’s Ministry of Commerce reported that consumption at major retailers and restaurants reached around $127.1 billion (821 billion yuan) during the Spring Festival seven-day holiday. This figure is likely to grow as spending rebounds to pre-pandemic levels. Meanwhile, the country’s Ministry of Transport estimates that 1.18 billion trips will be made during Lunar New Year this year, a 35% increase from 2021.
For retailers, the Lunar New Year is an essential event and an opportune time to nail their offerings, influence purchase decisions and maximise revenue. Retailers are utilising innovative in-store and digital experiences to break new ground and capture the hearts of Lunar New Year shoppers.
Global brands gear up for Lunar New Year
Sage Brennan, CEO of China Luxury Advisers, which helps brands in the Americas and Europe attract Chinese shoppers, said, “Chinese New Year is a chance for brands to draw traffic and establish long-term branding”.
In recent years, global brands have paid more attention to the holiday, and luxury retailers are being especially creative in their pursuit of Chinese shoppers.
This year, Bottega Veneta took over the Great Wall of China with a stunning art installation to mark its Lunar New Year celebration. The Italian label created a digital message displaying the iconic Bottega green mixed with tangerine (a symbol of luck in Mandarin cultures) on the national monument.
Retail digital signage creates seamless, personalised shopping experiences
Meanwhile, retailers are utilising technology to create immersive experiences to draw customers back in-store as the world reopens. Many brands today deploy retail digital signage to craft a phygital environment and create seamless, personalised customer journeys.
In this blog, we discuss how digital signage can benefit retailers and propose several digital signage ideas for the festive season.
Key benefits of retail digital signage
Drive store traffic and attract customers
Lunar New Year is a perfect opportunity for retailers to attract shoppers and influence purchase decisions as shoppers are more willing to indulge during the festive period. Create a warm welcome by featuring beautiful imagery and messages at store-front displays to capture attention and drive store traffic.
Showcase products
Retail digital signage has been proven to increase sales by up to 29.5%, with as many as one in five consumers making unplanned purchases following visual triggers.
High impact digital displays showcasing the latest products increase purchase desire. In addition, touchscreen displays that serve up interactive content about products encourage product discovery and open more opportunities to engage and sell.
Enhance customer experiences
Retailers can leverage digital signage to enhance customer experiences by personalising the in-store journey and fostering greater customer engagement. Retail digital signage can send targeted messages to customers, alert customers to the latest promotions, and be integrated into POS systems to enable self-checkout.
Enable dynamic wayfinding
Digital signage wayfinding and store directory applications aid in personalising and enhancing the shopping experience by helping customers to locate specific products within a store and providing directions.
Transform your store with digital signage this Lunar New Year
Retail digital signage is an essential tool to attract customers and boost sales. Here are specific suggestions on how retailers can use digital signage to spruce up their stores this Lunar New Year.
Create a mesmerising new year theme
Jazz up your retail store with a lunar new year theme. Catch the attention of passers-by and create maximum impact with mesmerising, eye-catching store-front digital signage displaying lunar new year visuals and messages. A video wall displaying lunar new year clips can act as an in-store centerpiece to further generate festive vibe.
Improve product visualisation
In-store tablets can be used to showcase product demonstrations and improve product visualisation. This allows stores to maximise space and increase customers’ dwell time by providing valuable product information. Besides showing how a product functions, tablets enable customers to view associated product options and availability.
Hype sales
Harness the capability of digital signage solutions to draw attention with vivid imagery and stunning displays. Leverage retail digital signage to launch new festive products and announce hourly sales and special offers.
Design a social wall
User-generated content is a great way to build brand awareness and 44% of shoppers admit that social media influences their purchase decision.
Aggregate Twitter, Facebook, Instagram and any other channel where your customers are having conversations; showcase your own social wall to increase engagement and encourage follows and likes.
Promote health and safety
Retail digital signage can help put forward a visually compelling message promoting health and safety. Remind customers of the importance of wearing a mask and ensuring safe distancing.
Scala offers reliable and flexible retail digital signage solutions
Digital signage is an unrivalled tool for retailers to launch products, advertise deals, and display interactive content that engages customers.
Scala offers reliable, scalable and flexible digital signage solutions to help retailers boost sales and increase customer satisfaction.
Find out more about Scala’s digital signage solutions for retail and transform your in-store experience today.
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About the Author
Esther Chew is the Sr. Manager – Corp Comm & Marketing at STRATACACHE Asia-Pacific and is responsible for developing and implementing the internal and external communications strategy and programmes across Asia-Pacific. She drives the company’s corporate image and brand messaging through integrated and strategic communications leveraging various platforms such as executive communication, client communication, digital marketing, media relations and B2B events.
