In the last few years, traditional stores have been engaged in an existential struggle unlike any in human history. They face challenges from established rivals in the form of other physical stores and newcomers in online marketplaces. In light of this and the global economic shutdown brought on by the COVID-19 pandemic, many stores are looking to technology to help them stand out from the competition. Digital signage is one technology that is getting a second look. With the gradual reopening of traditional stores, digital displays have become increasingly important to merchants. Merchants will keep utilizing digital billboards to advertise their wares and services and, more recently, to inform customers of any changes to store policies or procedures.
Will Kiosks Take the Crown?
Stores adopted technologies like touchscreen kiosks to serve their customers before the pandemic better. Most of those things had to go during the pandemic because nobody wanted to touch anything other people had felt, potentially spreading germs and viruses. As a result, companies began moving away from using touchscreen displays as the primary point of interactivity and instead relying on the customer's mobile device. It's helpful in some cases, but a kiosk is preferable for self-checkout, gift registries, inventory checks, and other similar tasks. As a result, some stores are increasing their investment in kiosks by equipping them with larger screens.
The Power of Omnichannel
For some time, the retail industry has stressed the importance of omnichannel customer engagement. It entails providing a unified, unified, and consistent experience for customers regardless of whether they are interacting with the company online, via mobile device, or in person at a physical location. With the help of digital signage, which can provide customers with interactive digital information and enable applications like "buy online, pickup in-store" and "endless aisle," stores can give customers the option of ordering products they don't typically stock while they're in the store. Retailers are using digital signage for omnichannel purposes such as wayfinding, comparing products in-store, making product recommendations/suggestive selling, and so on, just as websites are made to guide visitors on a specific, customized shopping journey. Nowadays, shoppers anticipate the same level of service regardless of whether they are interacting with a store online or in person. In-store shoppers must access the same variety of products, information, and recommendations offered online.
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Problems in the Supply Chain
The pandemic has caused damage to the global supply chain that will be felt for years. When simultaneous shipping delays and item depletion occur, in-stock inventory has been and will continue to be a problem. Retailers are installing digital displays at the entrances of their stores to inform customers of current policies, what to expect, and which items are in stock. Digital signage continues to play a significant role in advertising, and self-service kiosks are popular among many customers. Digital signage is ideal for these applications because messages can be updated rapidly and in real-time from a central location.
Constant Struggle for Perfection
As retailers add new interactive experiences powered by data-rich and intelligent digital signage apps, customers will naturally have higher expectations for quality and clarity. Many stores have found that home TVs are not a suitable replacement for commercial displays. Today, 4K displays are the norm, but in a few short years, they will be replaced by displays with 8K resolution. In the future, the bar will keep getting higher. For example, the market will see similar improvements in direct view LED, which is used for video wall technology to show beautiful, seamless images of any size or shape. As prices continue to go down, many brick-and-mortar retailers are likely to start using this technology.