Why Australian Retailers Are Investing in Digital Signage Solutions

We have become an increasingly digital world, as advancements in technology have led the way to everyday solutions that make our lives easier… digital signage is no exception. Thanks to the ease of use, versatility and never-ending display options, these signs have become commonplace in most industries, from bars and nightclubs to office spaces, hospitals and real estate agencies. And one area that continues to grow and expand is the retail space. From offering virtual try-on sessions to updating the latest upsell at the counter, there are so many different ways retail businesses can adopt digital signage and use it to increase sales, attract foot traffic and boost their business. In this blog, we cover all the benefits digital signage has to offer the retail space, focus on the high return on investment that can be garnered thanks to the myriad of advertising and selling opportunities these screens present… and all with the click of a button.

What Is Retail Digital Signage?

Unlike static posters that slink into the background and struggle to stand out against the retail noise, digital signage is changing the landscape. These screens come in a variety of forms:

• LED walls: Perfect for creating one big video wall featuring a model walking the catwalk with your clothes.
• Kiosks: Shoppers can browse your catalogue on the screen and even enjoy a virtual try-on on the spot.
• Shelf displays: Clearly display your stock and options.
  

The biggest benefit is just how easy they are to update. In the past, any latest sale or promotion would have to be carefully planned and thought out, printed onto posters to display in the store, and read over by many eyes before committing. Then, thrown out once the promotion ends and start all over again. That’s a lot of work just to let customers know they can save 20%.

Digital signage, on the other hand, can be updated in seconds. Messages can be targeted to different customers at different times of the day to make sure the right message reaches the right person at the right time. From photos to videos and even interactive displays that customers can use on their own, engagement has peaked, streamlining the shopping experience and making marketing campaigns that much simpler to run.

Why Australian Retailers Are Turning to Digital Signage

In an increasingly digital world, standing out in a crowd has become even more difficult. Society is used to receiving information at their fingertips, endlessly scrolling and receiving instant gratification. The retail world needs to keep up. The key: customer engagement.

Key motivators:

• Real-time content control: messages can be updated in seconds, with just the click of a button. New sale? Get it live and in action instantly.
• Reduced print and marketing costs: No more time and effort designing, editing and printing static posters that are outdated seconds after they are put up. Not to mention the ongoing costs that go into printing them. Design and share your message digitally with eye-catching videos and images that will capture and engage.
• Enhanced brand storytelling: Share your brand story in minutes. Use your logo and colours to keep messaging consistent across all channels and really strengthen brand awareness.
• Integration with data and analytics: No more guesswork when it comes to working out how successful your marketing message has been. Use integrated analytics to see how your message was shared, who engaged with it and the results.

Retailers using digital signage report sales increases of up to 32%. It’s the ability to share the right information at the right time, in a way that meets customers where they are… in the digital world.

Core Benefits of Digital Signage in Retail

Technology is making our lives easier, but it is also giving businesses more and more ways to engage with their customers on a more meaningful level. Digital signage is no exception.

a. Enhanced Customer Engagement

• Attract attention with motion and interactivity, whether it’s a touchscreen kiosk that allows shoppers to browse your catalogue online, or a runway video, showing the clothing items in person, eyes will be drawn to the screens.
• Influence purchasing decisions at point-of-sale. Screens will do the upselling for you, showcasing that cute beige blouse paired with trendy sunglasses or a subtle clutch.

b. Dynamic Promotions and Content Flexibility

• Update offers instantly across multiple stores. Hit the button and watch your sale go live in an instant. The same message shared across multiple screens in multiple stores. No longer juggling printed posters and setting timers to stick them up across walls. 
• Tailor messages by time, season, or inventory. Run out of a particular lipstick shade? Take it off your digital signs and replace with a new shade to boost those sales. Got a wet day in the middle of summer? Perfect timing to sell some of those umbrellas you have on hand.

c. Improved Brand Perception

• Modern, tech-forward brand image can be kept consistent across all signs with your brand colours and tone.
• Consistent digital messaging across locations means no matter where your screens are, your brand image stays the same.

d. Cost Efficiency and ROI

• Save on printing and logistics. No more getting printing approvals, designers and marketers all on the same page with a short deadline. Work together to update screens in seconds. If it’s not working? Update again instantly!
• Did you know? 68% of consumers say digital signage would influence their purchasing decisions. Not only this, but promotional content on digital signage has a 5x higher engagement rate than traditional point-of-sale materials.

The ROI of Digital Signage in Australian Retail

The best thing about digital signage? The results are measurable, trackable and available when you need them. While the initial costs of setting up digital signage ROI for retail in Australia

can eat into the budget, it’s clear they are worth the return on investment. 

Here’s what they offer:

• See what is working and what isn’t by looking at the trackable metrics. Change your message in seconds to give those sales a boost.
• Pull customers into your store and keep them there with engaging digital signs they can interact with.
• Reduced marketing waste from traditional printed signs that are redundant in a day. 

Take for instance, a new sale offering 50% off storewide. Instead of printing off static signs to paste across the store, you simply flash it up on the screen to lure customers into the store. It takes seconds to do and costs very little in messaging. You notice foot traffic hasn’t really increased, so you change the messaging to a video to attract more eyes. You now notice more browsers, more sales at the counter and can track the upsell of screens near the counter. You have results instantly, can update messaging to suit the audience, and track everything in real time to ensure return on investment.

Emerging Retail Display Technologies

Digital signs come in many shapes and forms. Many retailers adopt multiple screens to serve different purposes within a store.

• Video wall display retail Australia: immersive storytelling and brand impact, sharing runway footage or everyday people wearing your clothing.
• Interactive signage solutions: touchscreens, QR-based interactions, and AR integration, allowing customers to browse catalogues, shop looks, and even try clothes on virtually.
• AI-driven content: automatic personalisation based on shopper demographics so your message can really target the individual.
• LED signage for retail stores: cost-effective, vibrant, and energy-efficient, perfect for sharing the latest sale or news.

How Retailers Can Implement Digital Signage Successfully

Digital signage is easy to set up, and you can get started almost straight away.

1. Firstly, determine what screens you want to invest in. Are you mostly sharing promotions? Wanting engagement? Or perhaps helping with wayfinding through the store?
2. With this in mind, choose the type of screen that best serves this purpose and where you want them to sit, such as at the entrance, at the checkout or on the windows.
3. Pop your screens up and instantly integrate them with CMS so you can update remotely across any location.
4. Make sure staff are trained to get the most out of your digital screens. Teach them how to read and interpret analytics so messages can be changed and adapted to suit.
5. Work with a digital signage solutions partner, such as Enplug, to get the most out of your screens and have help on hand when you need it.

Future Trends: The Evolution of Retail Display Technology in Australia 

Technology isn’t done yet. It’s no secret that in the not-too-distant future we can expect more and more advancements, from AI and personalisation to sustainability and integration. This is just the beginning.

Digital screens are here, and they are here to stay. Australia has a growing investment in digital retail infrastructure, and this is set to expand in the coming years.

Conclusion + CTA

If you haven’t already invested in digital screens, then you’re missing out on plenty of marketing and sales opportunities. In order to stay relevant, it’s important to keep up with technological changes and meet your customers where they are. Traditional signage just isn’t cutting it anymore.

Forget funnelling empty dollars into signage that won’t get noticed. Now is the opportunity to join the changing world and find digital solutions that work for your business.

Contact Enplug today and let us help you find the ideal screens for your needs, so you can get your message out there.