Refurbishing or opening a new site, store or branch is no small project. Especially if it's part of a broader scope of works. Stakeholders often include the Store Design team, the Marketing department, the IT & Systems teams and let's not forget the CFO. Though each of the key stakeholders have different priorities the overall objective is usually about propelling the brand and site into the new consumer landscape. Digital transformation is important to all involved and that's why it's the perfect time to invest in a digital signage solution.
Research from Google suggests that although over 51% of purchase decisions are influenced by digital marketing, however over 94% of transactions still take place in a physical environment (in-store). Consumer engagement has never been more important and for businesses that have yet to establish an in-store digital strategy even knowing where to start can be daunting. Here are some common challenges that digital signage can overcome and why including it in the architectural design and shop fit makes perfect sense:
Lightboxes and posters are boring
Not to mention high maintenance and labour intensive. Some marketing departments require prescription pain killers to deal with the headaches caused by printing lightbox content and posters in multiple (non-standard) sizes and then relying on human compliance to ensure that all of their content development efforts will reach the target audience on time. There’s got to be a better way....There is. Before the Store Design team and architects finalise the site plans, it could pay to spec in some screens for approval.
Shopfitting the solution in looks beautiful
Although retrofitting digital screens is always an option it can often look like an afterthought. Usually because it was. When you see an installation that has been part of the architectural design, shop fit in by professionals and connected properly it actually serves as more than a marketing tool. It improves the aesthetics, enhances customer experience and validates the brand as a digital native.
Factoring it into the building or refurbishment budget helps fund the hardware
It’s unlikely that the marketing team doesn’t want an easy-to-manage digital signage solution. It’s actually more likely that they have been requesting it, or looking for a way to fund it for years. Now’s the chance. While budgets for shelving, lighting, furniture and fittings (and probably even more Lightboxes) are getting approved it makes sense to incorporate digital signage screens and the infrastructure to connect and network them into the refurbishment budget. Rather than Marketing having to fund it from budgets set for brand awareness and boosting sales.
It's a great time to plan for the future
The best time to start a digital signage strategy was one year ago. Failing that today will do (paraphrased Karen Lamb quote). Digital signage isn’t going away and at some stage a digital transformation is inevitable. When the IT/ Systems team, the Marketing team, the Store Design and Development team along with the architects and shop fitters are all working together on the same project it’s the perfect time to make sure everyone is working towards future-proofing and medium to long-term plans.
These are just a handful of reasons to consider rolling out a digital signage network when planning a rebrand, refurbishment or new site. Enabling the marketing team with a dynamic customer facing content distribution channel at point of sale will not only add measurable value to the building works, but will also improve the end user customer experience.
Need help planning how to incorporate an innovative, easy-to-use digital solution into your build? We have helped some of Australia's favourite brands connect with consumers, boost sales, streamline communications and improve operational efficiency. Please contact our friendly strategic partnership team to arrange a demonstration of how digital signage can add real value to your project. Please consider sharing this article if you found it helpful and relevant. Thanks for reading and sharing.