Retailers are forced to watch their budgets because of the current economic crisis. They look for new ways to attract customers and keep their attention during the point of purchase stage in the buying process. It can be very expensive to market potential buyers in this manner. Traditional marketing methods can be expensive and don’t guarantee an effective way to get customers into retail outlets. Even successful campaigns can be a wasted advertising expense that creates more traffic to the stores. Most purchases are based on impulse buys and last minute decisions. Consumers are easily distracted and may change their minds quickly at this critical stage in the buying process.
Some consumers make purchases that compliment the products that they already chose or ones that can be added which will direct the buyer to an often forgotten item. Businesses are now more than ever focused on efforts of retaining customers and getting the attention of those in the store. Before the introduction of in-store messaging through digital signage, the point of sale stage could be more evasive and more expensive than the initial advertising that brought the consumer into the store. The staff is usually trained to drive the sell once the customers enter the store. A well-trained sales staff is important as well to maximize the point of purchase stage.
It is very expensive to train and re-train employees continuously, especially if there is a high turnover rate for that retail location. When interacting with consumers each has there own preferences and employees theirs. An employee may be comfortable with a certain customer and not with another. Digital signage has no preferences and can sell a product to any demographic, which is why many retailers invest in digital signage.
As an in-store POS. advertising tool, it has been proven to be effective in increasing sales and responding to the retailers. Old fashioned posters and lettered signs have been replaced with attractive and exciting digital media. It has been found to attract a consumer’s interest ten times more than static signage. Retailers are finding out that creating attention and impressing their customers are not the only benefits with using digital signage. They can guide the customer along the buying cycle path from first impression to closing the actual sale. Sales, marketing and business activities can all be integrated with the use of digital signage, which is the most effective point of purchase advertising instrument.
Author Resource:
Check out Jeff Smith's Digital Signage Installation and Digital Signage Installation Los Angeles for more information.
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