Utilising and Maximising the Benefits of Retail Electronic Signage
Humans depend heavily on vision, relying on the visible evidence in their immediate environment to alert them to various events. Dark clouds can be taken to indicate an upcoming storm, while the neon signs on a storefront may invite us to visit and shop at one of the nation’s leading supermarkets. In each case, we have received a brief visual cue that spurs us to take some relevant action. Once inside the store, clearly visible signs become even more significant, and to maximise their effect, many shops now employ retail electronic signage.
While local shops may still use adhesive paper labels on individual items, the larger stores depend more on barcoding, providing additional relevant information, such as roll-back prices, with a more prominent shelf label. However, it requires a more interactive form of communication to engage with one’s customers fully. Store personnel can make themselves available to assist people, but they can’t be everywhere at once.
How It Works
Television has long proved to be one of the most effective ways to communicate with and influence consumers. In practice, retail electronic signage leverages this same principle, albeit on a much smaller scale.
Like a modern flat-screen TV set, these electronic shelf labels (ESL) also employ digital technology. In place of the static content provided by conventional labelling, these miniature digital devices can produce an eye-catching, animated display that can be easily updated whenever necessary. The idea derives from the dot matrix display boards that first appeared in locations like train stations and airports. Since then, the advent of digital electronics has enabled miniaturisation and the move to the full-colour, high-quality imaging achievable with retail electronic signage. Furthermore, because these digital labels are RF-enabled, their displays can be instantly updated remotely from one or more designated locations.
The Benefits of Retail Electronic Signage
Electronic shelf labels are a highly effective form of in-store marketing that offer store owners multiple benefits when utilised to their full potential. Let’s explore these in more detail.
Powerful Promotional Tool
Think of ESL as a virtual extension of your retail marketing channel. These digital labels can facilitate the launch of new products and keep your customers continuously apprised of the latest promotional offers far more effectively than static notifications or tannoy announcements, as retail electronic signage is permanently active and visually engaging.
Improved Customer Communication
One of the most significant differentiators between the in-store and online shopping experience is that the latter can often provide instant customer service on demand. There is no way to emulate this level of service in-store if one must rely solely upon person-to-person contact. By contrast, this compact digital display system can be deployed at regular intervals in every aisle to give directions and provide visual cues to events that are often not heard or simply ignored when announced via a PA system. The more engaging experience possible with retail electronic signage has proved to be a far more effective way to get your message across. A digital tag can even include a coloured LED light that can be flashed to attract shoppers’ attention.
Interactive Support for Staff
Sales data accumulated through a store’s points of sale can be used to alert staff to any shelves that might require re-stocking and even guide them to the appropriate destinations. Thus, these systems can significantly boost staff productivity.
Retail Electronic Signage Reinforce Brand Awareness
DIGI is a leader in retail electronic signage, offering electronic shelf labels in six screen sizes ranging from approximately 4 to 19 cm. While facts and figures are helpful, experience shows that brand storytelling with suitably engaging videos is over 20 times more effective. The larger DIGI labels are ideal for this purpose – big enough to be effective without intruding on the available shelf space.
Improved Conversion Rates and Increased Revenue
In the pre-digital store layout with its passive labelling, there is little to alert one’s attention. Without the attention-grabbing effect of modern retail electronic signage, many passers-by tend to remain unaware of the roll-backs and promotional offers, even when prominently located at aisle-ends, and so fail to become customers.
These are just a few of the many compelling reasons to consider ditching your passive labelling system for this more engaging and interactive option. Teraoka is the sole supplier of these DIGI products to retailers in Southern Africa. We invite you to view an explanatory video to learn more about our world-class retail electronic signage or get in touch for further assistance.