Store signs play essential roles for both promotional and informational purposes for your retail business. It’s no big secret that persuasive sales signs can make a profound difference for a retail store. Highly visible color schemes, bold fonts, and using an effective call to action in the right places help with attracting customers and driving action.
And while they should be an important part of your marketing communication, store entrance signs, window signs, and other in-store signage also serve to help customers know what they can expect for everything from prices to sales to store hours. These communication channels help to inform your client base so they can do business with you.
Of course, for these tools to give you optimal possible results, you need to follow best practices for designing and using your retail displays and signs the right way. Fortunately, Freshwater Digital has plenty of experience in this area and we are happy to walk you through what it takes to have effective signage that is a true asset in your sales process.
DOING DIGITAL SIGNAGE (DS) THE RIGHT WAY
There are right ways and there are wrong ways to implement and manage a digital signage channel. Most DS integrators are aware that a digital signage and media production firm like Freshwater Digital can be brought in at any stage of the process but the highest probability for success comes when you have the right people in the room from the beginning. For example, one of our large clients has a digital signage steering committee, which Freshwater helps lead and manage. The goal of this team is to help the organization understand and filter any DS request.
The five best practices outlined below are a part of the committee’s “process” and can help business owners be successful in their own DS channels.
BEST PRACTICE #1: ESTABLISH PURPOSE FOR YOUR IN-STORE DIGITAL SIGNS
Always start by having a clear understanding of the need/desire for the digital channel and signage. It’s important to keep in mind, though, that working with the channel owner and requester to obtain this direction is only the start of the process. It’s not a holistic approach until the other necessary stakeholders are aligned with the intents and objectives. When developing effective signage and digital channels for a retail store, don’t get caught working in a silo!
BEST PRACTICE #2: BE SOLUTIONS-FOCUSED
Construct a future-proof solution that utilizes the right hardware and software. Being solutions-focused, instead of technology-led, has been very beneficial for us at Freshwater because we don’t get tied to limited solutions with any one hardware or software.
Another reason for taking this approach is that you can better build a future-proof solution if you aren’t just focusing on what is the minimum technology and capability to get the project off the ground. Think one, two, ten years out. Evaluate capital spend over that time. Don’t be short-minded! Please see this related article about just one aspect of this concept.
BEST PRACTICE #3: STRATEGIZE WHERE TO PLACE SIGNAGE, WHAT MESSAGING TO USE, ETC.
Make sure you develop an effective content strategy. Placements in the store vary and this needs to be a significant part of your content development strategy. Simply put, having 30-second spots (or longer!) on entrance screens isn’t the right approach. Quick 5-8 second spots will better catch customers’ eyes and prove to be more effective when measured.
Also, ensure you think outside of your silo. Incorporate strategic partners to ensure your messaging strategy matches other mediums, both in and out of store. There simply must be a common thread across your channels. Always think first and foremost what value this will bring your customer, and then what it might bring to your organization. Remember, if it doesn’t provide value to your customer, it will fail.
BEST PRACTICE #4: DEFINE SUCCESS FOR YOUR IN-STORE SIGNAGE
Set objectives and success criteria for all your signage projects. If you choose to run a proof of concept, or expand that PoC to a pilot, make sure that it will provide the data you need for a potential rollout. If you have a DS pilot and then plan on doing something different, or even use a different supplier/technology for a rollout, expect different results.
Measure what you want to measure, but don’t change the script unless you are course-correcting certain aspects that had clear opportunities for remedy in the pilot stage. Finally, don’t have an open-ended pilot duration. Always put a date on the calendar to review, analyze, and decide what the post-pilot steps will be.
BEST PRACTICE #5: CONTINUALLY IMPROVE
It is incredibly important to be open to future-thinking concepts and realize that technology is always evolving. As students of the industry, Freshwater is constantly testing, reviewing, and discussing new technology and products. So, use your experts to help continuously analyze what is ahead of you that could make you better, improve your level of success, and ensure you have effective signage that connects with potential customers.
WHY FRESHWATER FOR YOUR DIGITAL RETAIL SIGNAGE NEEDS?
Freshwater has been brought in at various stages of the DS channel experience for our clients. Some of our more experienced clients in the digital signage space have brought us in during the earliest phases, while others have brought us in when they realized they couldn’t cross the finish line without some help. Either way, our team is ready to help your business with versatile signage options and comprehensive design and support services.
At Freshwater Digital, we take pride in being solution minded. And we don’t do technology solely for technology’s sake. It must make sense. We want to make sure that your dollars are spent wisely and be involved with your projects as an asset. Providing consummate value is what we strive to achieve for every project. Our jobs are to make your jobs easier and help lead you to the tools you need to meet and beat your objectives.
For more information on how Freshwater can help you get the most value in your DS investment, click here or send us a note at firstname.lastname@example.org.