Digital signage is a powerful tool business owners can use to engage customers, increase sales and improve the customer experience. Digital signs offer flexibility in the content you display and the ability to better inform your customers. To make the most of this tool, here are four best practices for your retail digital display.
4 Best Practices for Digital Signage for Retail Stores
1. Be Strategic About the Location
Digital signs, like any other type of signage, must be placed strategically to maximize visibility and engagement. Placing signage in high-traffic areas will catch the attention of more passers-by and customers, but these aren’t the only areas to consider.
Some common locations for digital signs include:
- Front windows/entrances
- Lines
- Product displays
- Aisles
Don’t overlook the importance of choosing the right height and angle as well. Your digital signs should be easily viewed at a glance by your customers. Otherwise, they may overlook them.
2. Ensure Accessibility and Legibility
It’s important to ensure that your digital signs meet ADA (Americans with Disabilities Act) requirements. Standards were established in 2010.
These requirements include (but are not limited to):
- Ensuring your digital signs are easily accessible to individuals with disabilities, including signs with interactive features like touchscreens and buttons.
- Placing interactive signs no more than 48” from the floor.
- Numeric keypads should have all numbers in sequence.
Meeting ADA regulations for digital signs is crucial. In fact, it’s the law. But it also ensures that your message reaches as many people as possible.
Along with accessibility, it’s important to ensure that digital signs are legible, even from a far distance.
- Use a larger font and be short and sweet with your messages.
- Make sure that your font color stands out from the background without being distracting.
Legibility and accessibility are crucial to the success of your digital signage, so don’t overlook them.
3. Choose Your Content Carefully
The great thing about digital signs is that you can change the content whenever you want. Keeping your content fresh is important, so aim to change it at least 2-3 times per day.
You’re only limited by your imagination, so consider the layout, design, color and font when creating your content. Video content is engaging and can also help customers learn about your products.
Don’t forget to include a call to action (CTA) and make content a collaborative/interactive process.
4. Put Customers in the Driver’s Seat
Digital signage can help give customers more control over their in-store shopping experience. Adding kiosks and touch displays in your store can help customers:
- Locate products quickly and easily
- Register for your loyalty program
- Learn about special promotions
- Gain knowledge about your products
When you give customers more control over their shopping experience, they’ll be more likely to stick around and make a purchase.
Digital signage is quickly becoming the norm in retail stores due to its ability to engage and its flexibility. The right content and sign location can increase foot traffic and sales. Follow these best practices to maximize the benefits of digital signage in your store.
