Take a look at the walls of your store. How often do you change the signage? Now glance over at your table displays. Do they have enough pop, are they eye-catching, do you think they really promote what you're trying to sell? And on top of that, how can you even tell?
These are all important questions to ask to make sure your store displays are effective and working their hardest to help your store succeed, according to the experts at Retail Customer Experience. Whether your displays are digital or traditional, a good strategy — and understanding how to measure its success — can mean the difference between reaching your customers or having an ineffective display setup.
One common mistake retailers make is installing and deploying a display but then leaving it live on its own, said David Anzia, senior VP, sales, at Frank Mayer and Associates.
"A common misstep retailers make is building too much modularity and updatability in their display strategy," he told Retail Customer Experience in an email interview. "Rarely do the displays receive the updates they were built for, and therefore the increased costs associated with the modularity are magnified."
Another mistake is a lack of planning and not building out a specific digital display strategy, involving how long a display should be in place to actual display materials.
"There are a lot of potential traps out there for a retailer looking to get the most out of their in-store digital, but I believe the most common misstep is not thinking through objectives and goals," Nate Remmes, VP of corporate development at NanoLumens, told Retail Customer Experience in an email interview.
"What are we trying to achieve, what does success look like, how do we measure, and who is responsible for making necessary changes to make sure goals are being met. We find the overall strategy is often lacking as retailers feel the need to go digital or follow the competition," said Remmes, adding that since there are a number of challenges surrounding the technology retailers must start with the “why” before getting into the “how.”
Tips for success
Anzia said retailers must determine a time-frame for the store display plan and should build the complete model around a well-thought-out strategy.
"This process will assist to determine materials, finishes and graphic elements to meet the plan objectives. This will also assist in building like-objectives for each display being designed and built," he said.
Part of the process, said Remmes, is defining ownership of the display strategy and establishing a coordinated work focus on the strategy.
"I find retailers who have teams dedicated to the entire digital signage process are the ones who have successful implementations," he said. "There are a lot of moving pieces within digital signage; there are also a lot of departments which may need involvement: IT, store design, marketing (omnichannel), etc. Having a team responsible for the success of the project is needed to navigate the complexity, both internally and externally."— Retail Customer Experience
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