Traditional physical retailers are incorporating digital signage into their marketing strategies at a record pace thanks to its ability to dramatically boost sales.
Today, digital signage allows physical shops to carry out much more accurate and cost-effective real-time communication through data analysis and the implementation of powerful offline recommendation engines.
But are we able to measure impact and evaluate ROI in real time?
From Ladorian, a leading company in the revolution of physical spaces, we want to take a closer look at how to measure the return on investment and profitability of digital communication in retail.
Data-driven digital communication as a tool to increase sales in physical shops
Digital retail signage refers to the use of digital displays to communicate with shoppers in physical shops.
In our experience, a personalized communication strategy will be able to attract new buyers, solve their needs in real time, encourage them to buy our products and, of course, make them loyal regular customers.
The types of digital signage displays or formats that retailers use to enhance their real-time communication strategies include:
- Point-of-Sale (POS) Displays
- Interactive in-store displays
- Virtual shop front displays or showcases
- LED billboards
- Digital billboards
- Interactive directories
- Touch screen tablets
- Impressive video walls
The key to success: Much more than content
The personalized customer experience has become the most crucial element of success.
We must not create content at random, we must create memorable strategies with which to impact our potential customers in a much more effective way and, in this way, make our communication strategies profitable in real time.
Omni-channel is driving loyalty through personalized experiences using data collected in physical spaces, which is why we need to create engaging, unified content experiences across all our digital channels.
The possibilities are endless!
From branded content and lead generation campaigns to product content on offer, internal corporate communication, live ads, educational content….
However, will we be able to measure the ROI of a Smart Digital Content strategy?
How to calculate the efficiency of a personalized real-time communication strategy in retail
Anyone who owns a small business knows that numbers don’t lie, so if we are thinking about increasing retail sales and performance of our shop the first step to proper monitoring should be to establish retail KPI metrics.
While every retail shop is different, fortunately there are fundamental KPIs that should be the basis of any retail industry performance metric.
These days, the most successful retailers have become completely obsessed with business metrics and data.
Every retail marketing and promotional decision must be based on data. Without this data, it is totally impossible for us to determine if a strategy is working properly.
While there are countless retail KPI metrics that we could possibly track, here are the most important ones for assessing the growth of a physical business.
The starting point: Defining what we are starting with
It is impossible to recognise growth if we do not compare them with the starting point prior to the implementation of the personalized communication strategy in the physical spaces.
This is why it is essential to take the time to determine the key performance indicators.
To do this, we need to consider what we would like the communication strategy or digital signage to improve.
What are the objectives of the implementation?
To answer this question we need to assess the current state of our organization and buy the data afterwards.
In most cases, the objectives of digital signage or communication will boil down to increasing customer happiness and satisfaction, improving employee productivity or generating revenue.
Some common objectives for digital signage include:
- Generate increased advertising revenue from third-party brands.
- Promote products in real time to increase in-store sales.
- Attract a greater number of potential customers.
- Enhancing the mood to create a better atmosphere.
- Provide a better customer experience.
- Automate processes in a personalized way.
- Support employees and increase their efficiency.
- Offer educational content in line with the interests of our audience.
- Synchronize data and promotions across all screens.
At this point, you should write your own objectives, measure them, compare them and establish a second measurement point after the implementation of the new strategy.
Keep in mind that personalized in-store communication through digital signage is often touted as a powerful marketing tool.
But while it is easy to claim that digital signage reduces perceived wait time or increases revenue at the point of sale by a few percent, we also need to understand that there are a multitude of intangible objectives linked to the benefits of digital signage such as customer satisfaction, employee efficiency and user experience.
Identify the impact of your campaigns with Ladorian
Faced with this situation from Ladorian we propose, through our powerful software based on artificial intelligence, the comprehensive analysis of business by establishing dynamic KPI’s that will allow us to take advantage of all the statistical information collected and turn it into powerful business decisions.
Through comprehensive business analytics we will be able to create campaigns based on a predictive model and programmed rules based on consumer profile, stock and sales, among other variables.
Are you ready to take your business to the next level?
Contact our sales team and get in touch with one of our experts free of charge.