Merchandising has existed since people traded rocks for food in caves. Retailers (then and now) use an assortment of strategies to lift sales within their stores. Those strategies include advertising campaigns, end-cap promotions, pricing tactics, discounting, and even the manner in which products sit on the shelves. The question is, how does a digital signage network fit within the context of a retailer's broader merchandising strategy? And not only how does DOOH fit, but how should it be deployed?
In this article, I'll provide a few tips that network operators can use to dovetail their digital signage deployments as part of a venue's merchandising strategy.
Leave Your Ego Behind
When in-store media first began to spread throughout the retail sector, network owners seeded their content loops with their network's name. It was a branding effort. They wanted consumers to know the company behind the screens. The problem is that consumers are unlikely to hire a DOOH network owner. And if they're unlikely to hire your company, why promote your brand throughout the loops? If anything, seeing your company name plastered across the creatives is distracting them from taking whatever action you're trying to motivate them to take.
Unless there is a real need for having the name of your network displayed on, during, or between the content loops, remove it. Few consumers will care.
Push The Venue's Brand
At one time, digital signage had a novelty factor working to its advantage. Venue owners were willing to provide space in their stores just to have the plasma screens deployed in them. Things are far different today. Not only has the novelty worn off, but retailers want to know that digital media will deliver a positive ROI.
Realize that part of your job is to push the venue's brand (as opposed to the name of your network). Whenever possible, including between segments, display your host's name and logo. If your content loop is incomplete, and you have available space, use the opportunity to tell shoppers why they should continue to visit and shop at the venue.
Work With The Venue's Marketing Staff
This is a difficult area for many DOOH network owners, especially those who have a large amount of experience in deploying digital signage within the retail sector. You need to work with your host's marketing staff. They are the only people who can help you identify traffic patterns across the floor. Those patterns will have a significant influence on the effectiveness of your screens and the content you're looping on them.
The host's marketing staff can point out areas in which shoppers tend to congregate. They can show you the aisles that draw high volumes of traffic. They can provide insight into their end-cap strategy, including what works and what doesn't. They can also bring your attention to certain areas of the store in which sunlight will cause a glare on your screens.
Deliver Valuable, Compelling Content
If your content fails to compel viewers, your screens will become little more than dead weight. Even a flawless digital signage deployment will fail miserably if the creatives cannot hold the attention of shoppers. A common mistake I still see today is for DOOH network owners to deliver a looping stream of advertisements, one after the other. When the loop finishes, it starts over. This is not compelling for shoppers.
Alternate ad spots with segments that inform or entertain consumers. Remember, there must be a reason for them to watch your screens; if you don't give them a reason, they will quickly tune out.
Merchandising is both art and science. It involves a plethora of strategies that converge to lift sales. Consider the points above before integrating your digital signage network into your host venue's merchandising plan.
