As technology grows, more and more business owners are exploring their options when it comes to retail digital signage. Nowadays, it isn’t uncommon to see TVs in clothing stores, furniture outlets, and shopping centers; wherever people tend to gather, you can usually count on a TV screen being close by — that’s because TVs are eye-catching, and strangely comforting. Forward-thinking business owners using that to their advantage and building retail TV networks for their stores. This article takes a closer look at the technology that is taking retail digital signage to a whole new level.
Retail Digital Signage: How Effective is it?
The average adult is believed to watch about 4 hours of TV a day. That’s a lot of screen time. But because of that, human beings are naturally drawn to colorful, moving, or otherwise animated displays. Often when we see a TV, our guard is lowered — if only for the sake of seeing what’s on, and choosing whether or not to keep watching. Unlike banners or traditional paper signage, digital signage is bold and inviting. People notice it more, for obvious reasons, and all it takes is a properly-placed TV to host it.
How do you Get Customers to Engage with What’s on Your TV?
Getting customers to notice the TV and watch the TV are two very different things. That brief window of opportunity when they notice the TV and are choosing whether or not to keep watching is the golden moment. What determines their choice usually relies on a few factors:
1.) What’s on the TV? Obviously, this is the most important part. “Digital signage” users tend to just show ads that showcase sales, or reminders for customers to sign up for X or become a member of Y. This is smart, and it’s a great way to utilize the TV, but if all you’re showing is JUST marketing messages, your customers will see it as “just another ad” and tune it out. However, the solution to this is easy; instead of using digital signage, create a custom TV network. A custom TV network will mix in fun and entertaining videos with your marketing messages and your customers will be MUCH more receptive to your ads.
2.) Where is the TV on display? Second to what’s on the TV is where you choose to put it. Is it hanging on a crossroads pillar between sections? Is it part of a living room set acting as the TV? Or is it above the checkout for customers to see while waiting in line? All of these are great. You want it to be in a place that customers can consume what they are watching for more than a few seconds before feeling they are obligated to move.
3.) How are your customers feeling? This one is slightly more difficult to account for, but what’s going on inside a customer’s head plays a big part in whether or not they’re receptive to your messaging. Are they upset? Annoyed? Or bored? A captive audience doesn’t mean that they’re appreciative of your ads. Echoing point #1, mixing in content that might uplift a customer’s mood or alleviate their boredom can go a long way towards improving visitor experience, which improves your chance of making an extra sale.
The Best way to Utilize Retail Digital Signage
You might have gathered that the best way to use retail digital signage is by combining your marketing messages with content that your customers will enjoy watching. Not just any content; you want content that is fun, interesting, and not-necessarily related to your brand, but will put your visitors in a purchasing mindset. Ideally, you also want that content to be on the short-side, since your customers are mostly lingering and waiting. You want videos that anyone can start/stop watching at any time, and are short enough that people are more likely to see something that interests them.
Shorter Videos = More Variety.
Accomplishing this through retail digital signage alone is nearly impossible, that’s where a retail TV network comes in handy. A retail TV network combines the best aspects of digital signage + television; bringing them together in a unique and effective way. Imagine your digital signage board being part ad, and part TV; with occasional ads playing in between or next to engaging videos. That’s how It’s Relevant TV approaches retail TV networks.
The Best Retail TV Network is It’s Relevant TV
It’s Relevant TV licenses over half-a-million short-form videos spread across 40+ customer-favorite categories. As a store owner, you don’t need to being anything to the table except for your own goals and aspirations. It’s Relevant TV allows you to easily create marketing messages — which you can upload into the system and have play alongside countless entertaining videos. The technology is fully-automated, meaning that you can set-it and forget-it knowing that your TVs are delivering a mix of ads + interesting content. Additionally, It’s Relevant can be used to promote your social media, or barter ad space to other local businesses in order to generate even more revenue.
IRTV is the most feature-rich custom TV network on the market. Chat with the television experts at itsrelevant.com and get an online Zoom demo to learn more.