How Retailers Use Content Data And Signage To Answer Customer Needs

August 22, 2024

Today’s brick-and-mortar shoppers expect the same level of personalization and convenience they get from shopping online. To deliver on those expectations, store operators are increasingly leveraging content data and retail digital signage to enhance the shopping experience, providing real-time, tailored information that guides and influences purchasing decisions and keeps customers engaged. By analyzing customer behavior and preferences and measuring the effectiveness of various types of content, retailers can create marketing material that addresses specific inquiries and promotes relevant products, ultimately fostering a more engaging and efficient shopping journey. Forward-thinking retailers are evolving a hybrid model that blends the informative and convenient aspects of digital retail signage with the flexible and interactive aspects of in-store shopping.

A woman views a retail digital signage display in a cosmetic store

How Customer Data Can Increase Retail Sales

Customer data ranging from point-of-sale records to customer surveys can be a great source of information to help retailers increase sales and boost the bottom line, with digital displays being a key part of that effort. Digital signage for retail allows staff to roll out campaigns in real-time, test the effectiveness of those campaigns by comparing ad schedules with sales data, and quickly update locations if a promotion proves to be particularly effective. Additionally, by analyzing purchase histories, browsing patterns, and customer feedback, a digital signage content management system can personalize promotions, optimize inventory, and enhance the overall shopping experience, leading to higher customer satisfaction, increased sales conversions, and repeat business.

Big data use cases

Retail display solutions can boost sales in stores ranging from supermarket signage to home improvement centers to automotive parts stores. In the condiment aisle of a grocery store, for instance, on-shelf displays can leverage retail signage software to invite customers to order a sandwich or family meal that they can pick up from the deli as they shop. In a home improvement store, if a customer is browsing the paint aisle, signage could suggest complementary items such as drop cloths, paint brushes, and painter's tape, which the customer likely needs for their project. In an automotive parts store, end caps and smaller displays near smaller items such as batteries and windshield wiper blades can help customers self-shop and self-educate. This also helps ease the burden on staff caused by labor shortages.

The strategic use of content data and digital signage in retail is revolutionizing the industry by providing personalized, real-time solutions to customer needs. By comparing the signage content displayed at specific times with corresponding sales data retailers can gain deep insights into consumer behavior and preferences, allowing them to deliver targeted, engaging content that enhances the shopping experience. This seamless integration of technology not only improves customer satisfaction but also drives sales and fosters brand loyalty. As retailers continue to innovate and adapt to the evolving digital landscape, the ability to effectively utilize content data and signage will continue to be a key factor in staying competitive and meeting the ever-changing demands of consumers.

To learn more about how VXT can help you manage your digital displays, see our Features page, or visit our Pricing page for information on digital signage pricing.