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 3. Interactive Digital Signage Changes the Face of Retail


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INTERACTIVE DIGITAL SIGNAGE CHANGES THE FACE OF RETAIL

Published Date December 16, 2022 Author Stephanie Vozza



We know that retailers love to delight their customers with personalized
experiences, from digital signage to self-service solutions when they’re
shopping at brick-and-mortar stores. But moving images, kiosk checkouts, and
barcode price checkers scratch only the surface of what’s possible. Case in
point: a major German department store chain using interactive digital signage
to rethink retail.

As soon as consumers enter the store, they become immersed in an unobtrusive
retail technology experience. More than 200 digital screens are placed
throughout the store, including double-sided LCD and LED walls and floor
signposts that display images and videos.

Touchscreen solutions near products provide helpful information so customers
don’t need to track down an associate to ask questions. A shopper who’s
interested in a smartwatch, for example, can scroll a tablet screen to learn
about its features or view informational videos for guided selling. But if all
their questions aren’t answered, they can simply press a button and a delegated
associate will answer them.

In some locations, the department store’s capabilities aren’t limited to its own
business. The retailer is becoming an integral part of the community by allowing
local government to use sections of its store as a citizens’ office. Visitors
can sign up for utility services, get a new passport, or have a contact person
for all local government concerns.

“The store has done a fundamental shift of how to define retail,” says Christian
Brand, Head of Marketing for Bütema, a digital-signage software and hardware
solution provider. “They’re not only implementing digital touchpoints; they see
themselves as a major part of the local community. By creating a mix of several
things, they’re rethinking retail in a different and modern way.”


INTERACTIVE DIGITAL SIGNAGE DRIVES THE FUTURE OF RETAIL

In addition to creating an experience for shoppers, digital signage, like those
made by Bütema, improves operations and marketing by taking merchants from
static, outdated messaging to dynamic reactive campaigns that meet the moment.
Tools that online retailers have, such as real-time analytics, help level the
playing field.

“For instance, if you buy something on Amazon, you will get personalized
newsletters that include items similar to those you’ve bought in the past,” says
Anja Hermann, Bütema Marketing Manager. “How can physical retailers do that?
That is where our middleware integration of Ecommerce, ERP System,
recommendation engines, or IoT data comes in. We have a lot of cool ways within
our software that can tailor the content to the people who are in the store.”

For example, broadcast-specific relevant digital-signage content—like that of a
local or regional sport event—to any location in the country can be done in real
time without interfering with other screens. Or retailers can run fully
automated local product and pricing campaigns on any screen and play videos of
clothing that is relevant for the day.

Retailers can apply rules to the digital signage, marrying the enterprise
resource planning (ERP) software with its solution. Instead of relying on
playlist loops, screens display only images, videos, or templates of items that
are in stock, so customers aren’t disappointed to find out the product they want
isn’t available.

Bütema digital-signage solutions run on Intel® processors that offer the
reliability and high frame rates needed to power engaging displays. “The
partnership with Intel brings us to the next level, both on the technical side
and with connections to other retail technology,” says Brand.

Good #DigitalSignage campaigns require the right content and the right look at
the right location and the right time. It’s part visual merchandising, part
marketing, and part #IT.” – Christian Brand, Bütema via @insightdottech


MAXIMIZING RETAIL TECHNOLOGY REQUIRES NEW APPROACHES

Proper usage of interactive digital signage takes more than just deploying
digital screens. New solutions need to be part of the overall visual
merchandising mix, which requires new thinking and skills to gain the most
advantage of what the tech has to offer.

“Good digital-signage campaigns require the right content and the right look at
the right location and the right time,” adds Brand. “It’s part visual
merchandising, part marketing, and part IT.”

With 20 years of experience as process specialists for fashion and lifestyle
retailers, Bütema offers an array of consulting and support services that
maximize the medium with content and connected devices. The company offers
consultations, project management, customer software development, hardware
staging, and installation solutions for mass rollouts.

“During the onboarding period we offer front-end software training, agency
services like media adaptions, and management of back-store CMS,” says Brand.

And for companies that want to start digitalizing their retail environment,
Bütema’s signage is available in a Retail as a Service model, bringing stores of
all sizes into the 21st century of omnichannel shopping with digital signage,
marketing, and sales support. Instead of making a big investment in retail
technology, stores lease the equipment monthly, with full scalability for future
expansion.

The goal is to create a store that is customer-centric. “Interactive digital
signs don’t just replace paper posters,” says Brand. “It’s about leveling up and
creating a brand customers want to be a part of.”

 

This article was edited by Georganne Benesch, Associate Editorial Director for
insight.tech.


ABOUT THE AUTHOR

Stephanie Vozza is a business writer who specializes in retail, technology, and
finance. In 2006, she launched her own eCommerce brand and sold it five years
later to FranklinCovey Products. Stephanie has written for companies that
include Intel, Epson, Oracle, Smartsheet, Wells Fargo, First Citizens Bank, and
Mastercard. She's a regular contributor to Fast Company where she covers
leadership, careers, and technology. Stephanie's byline has also appeared in
Forbes, Inc., Parade, Entrepreneur, and SUCCESS magazines.

Follow on Twitter Follow on Linkedin Visit Website More Content by Stephanie
Vozza
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