Smart Digital Signage: Redefining Customer Interaction in Singapore’s Retail Landscape
by Scala Team
Smart Digital Signage: Redefining Customer Interaction in Singapore’s Retail Landscape
by Scala Team
The digital signage trends in retail can enhance the customer journey by capturing attention and engaging customers, which leads the consumers to make quick and informed decisions.
This three-minute read provides a comprehensive view of the following:
Emergence of Interactive Digital Signage in Retail
Most industries have shifted dramatically in terms of their internal operations and the way they interact with their respective target markets. With everyone looking for quick answers and spending most of their time on their mobile phones, how can retailers capture their attention? Different marketing strategies evolved in the pursuit of boosting revenue and increasing relevance to their customers, but one tool that helped strengthen their strategy was retail digital signage.
Interactive retail displays have carved their place in retail stores and shopping centers, and are considered an essential tool in the landscape of retail. To simplify what it is and how it works, interactive retail displays incorporate touchscreens, mobile integration, and even gesture recognition. In a retail setting, a retail digital signage is placed at the store front or around the store where it can help display flash sale promotions, real-time product availability, new items and more. Customers will be invited to engage in it as they can search for items and check its availability instantly. These smart digital signage in Singapore caters to the needs of today’s consumers with a more interactive way of shopping. Interactive retail displays also nurture customer satisfaction by helping them make sound decisions.
Key Features of Interactive Retail Displays
There are several features where interactive retail displays can instantly improve the shopping experience while helping to attract customers and drive increased sales. Here are some of the features of interactive retail displays:
1. Touchscreen Displays: Touchscreens located at shopping centers allow customers to browse products along with their reviews to make the purchase decision quicker
2. QR Code Integration: Codes can help lead consumers to pages with comprehensive information about their chosen products, as well as offer codes for exclusive online and offline offers. In effect, QR codes bridge the disconnect between online and offline shopping.
3. Mobile Integration: A feature that allows customers to input their mobile number to view past purchases and for the interactive retail display to smartly give recommendations based on the customer profile.
4. Real-Time Updates: Display announcements, schedules, shopping offers, price changes, merchandise availability or service announcements instantly.
5. Interactive Wayfinding: Help users navigate large environments such as malls, parks, or hotels effortlessly with interactive maps.
6. Multi-Language Support: Promotes diversity for customer bases with multilingual options.
7. Virtual Concierge: Offer real-time assistance via live video call, providing personalised support and information as needed.
8. Personalisation: Deliver tailored recommendations and promotions based on preferences, viewed, and clicked products.
9. Emergency Assistance: Enable one-touch notifications for fire, medical, or other emergencies, ensuring instant alerts and rapid response.
What are the Benefits of Smart Digital Signage in Retail?
1. Optimized Customer Engagement
The emergence of smart digital signage helped businesses with the need to increase customer engagement and make the shopping journey more personalised. With touchscreens and interactive retail displays, consumers are compelled to spend more time inside the store, increasing not only their interest with the brand, but also the probability of making another purchase once they learn more about the products. Giving the shoppers access to comprehensive and detailed information about their products creates an atmosphere of transparency between the two parties, resulting in a more satisfying customer journey.
2. Strengthened Operational Efficiency
With the help of retail digital signages, manual tasks such as giving out printed brochures in the mall, or even discount coupons in stores that are usually being done by sales assistants became obsolete. Today, in-store employees can focus on other high-value tasks such as customer service and after sales assistance to further enhance not only the shopping journey of their customers, but also their operations as a whole.
3.Data Centric Customer Journey
Customers no longer have to open their phones and search engines to check out information about a certain product while shopping. Smart retail digital signage can offer customers the information they need while helping them decide to purchase quickly. These interactive retail displays are packed with comprehensive and relevant information on the products such as features, and even customer reviews. On the business side, smart digital signages in Singapore provide relevant insights such as customer behavior, interaction rates, dwell time and demographic data. These data are essential for retailers to further strengthen their marketing strategies, improve product displays and ultimately, satisfy their customers through an optimized shopping experience.
4.Relevant Cost Reduction
By shifting to retail digital signage, printed materials such as brochures can be eliminated. Likewise, updating promotional offers becomes easier when using interactive retail displays as this can be scheduled and automated with the help of Scala’s Content Management System. These improvements significantly reduce costs on printed materials and other traditional signage methods. Not only are smart digital signages more pleasing to the eyes, they are also cost-efficient.
What are the Trends in Digital Signage for Retail?
Retail digital signage in the retail arena evolves consistently to match the needs and behaviour of the market. Here are some of the digital signage trends in retail that businesses should watch out for:
1. AI-Driven Personalisation: Through AI, content on smart digital signages are personalised based on the customer demographics, preferences, gender, and even their behaviour. Consumers can expect a more immersive and personalised shopping experience
2. Sustainability: Now that most industries are more aware of reducing their carbon footprints due to the growing environmental concerns, they are compelled to shift to energy-efficient marketing solutions. This is where retail digital signage comes in as it helps reduce the need to print numerous marketing materials.
3. Omnichannel Integration: Smart digital signages bridge the gap between online and offline shopping through this trend. Consumers who start their buying journey online now have a choice to complete their shopping experience in-store so they have more time to check on the products that they are planning to purchase.
4. Interactive Storytelling: From the logo to product placements, smart digital signage in Singapore helps create a lasting impact to consumers by enhancing brand storytelling which creates an emotional bond between the two parties and this can result in brand loyalty in the long run.
The Implementation of Interactive Retail Displays in Singapore
These are the tried and tested key point to successfully implement an interactive retail display in Singapore’s retail arena given its diverse landscape:
1. Identify Your Key Objectives: What do you want to achieve by shifting to retail digital signage? Is it to increase your sales? Or improve the overall shopping experience of your customers? Identify your objectives and goals to create steps to achieve them.
2. Choose the Technology that is Right for You: With all the available technologies and devices for retail digital signages, it is important to choose which of these will be able to deliver your goals faster, whether it is touchscreens, mobile integration or in-store display features.
3. Create Engaging Content: Whether it is for an in-store display or mobile integration, creating designs that resonate with your target market the most is essential in achieving the optimal effects of shifting to smart digital signages. Scala has creative services that eliminate the challenges of creating and managing your digital signage content. Their team of experienced designers and content experts will elevate your digital experience to the next level, ensuring a quick and seamless setup of your digital signage.
4. Comprehensive Performance Monitoring: Optimise your business performance by using analytics tools that gauge the effectiveness of your retail digital signages. This tool will help you learn more about the behaviour of your consumers and ultimately improve your engagement with them.
Now that a new age has emerged in the retail landscape, Singapore’s retail market is looking as vibrant as ever. Smart digital signage is no longer just a dormant option, but an essential tool to address the ever-changing customer behaviour in retail. Retailers are bound to enhance their customer journey by ensuring that there is proper interaction between them. Gone are the days when consumers went after product quality only, today they care more about the brand identity, their stories, and their promise.
Learn how Scala can help you optimise your retail space today, visit scala.com/sg to learn more about interactive retail displays tailored for Singapore.
About the Author:
Scala digital signage experts share their experience and thoughts in our blog to provide practical tips and advice for real-world applications. Our team aims to offer interesting content through a variety of formats including long form articles, video logs, interviews and infographics.
