Digital displays can inform shoppers


Modern shoppers want information. They like to make sure they are aware of every product available and they get the best deal.

To aid in their pursuit of retail data, shoppers often use their mobile devices in brick-and-mortar spaces to compare digital information to in-store displays. According to a recent Google survey, 64 percent of customers utilize search engines while browsing retail aisles to learn more about products and offers. Forty-six percent of survey participants said they visit the retailer's site, while 30 percent said they would check out a competitor's offerings. Customers also use digital tools to look up product reviews and seek advice from contacts.

"Store-deployed data resources can highlight certain options."

Stores welcome informed customers by offering digital displays. Some retail establishments have implemented public touch-screen or private terminal computing devices to provide the type of digital information customers usually seek on their mobile tools. Store-deployed data resources can highlight certain options or promotions. Smart Insights shared the example of a high-end fashion retailer that installed a touch-screen video book so customers could mix and match different ensembles.

These digital tools show the store invests in customer success. Instead of trying to limit the amount of information a consumer receives, retailers that promote research demonstrate confidence in their products and services.

There are other ways small businesses can promote in-store digital research. Adweek said retail spaces should provide their consumers with Wi-Fi. Public couches and chairs give people a chance to sit down and look through options. Signage should provide detailed information with common terms found on the Internet. Store display fixtures can also feature QR codes.

Shopify said managers can bring social media into a store by making online reviews available in the physical space. Signage advertising the store's online presence should list incentives for shoppers to follow the retailer on social sites. The Google survey found most consumers like receiving online personalized promotions and recommendations from the stores they frequent through Facebook or Twitter.


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