The retail industry is often first on the scene of innovative  technology. Fashion changes every season, store displays every month and  stock inventory can be just as fluid. For that reason, the technology  in store has to work just as hard and be just as interchangeable.

In bricks-and-mortar the medium is the message. Everything that goes  into the store setup, from the point of sale display, through to the  digital channels and the shop staff, has to make an impression.

Digital screens are a key way for brands and stores to communicate  with customers. You can’t always have a one-to-one conversation or do a  direct deal with every customer but they can always see your digital  screen. Moreso, it’s not just a “stick a screen up on the wall and be  done with it” strategy. There are many different ways to hang a screen  as it were, from using digital signage throughout pop-ups, permanent  point of sale features, showrooms and more.

In this article we look at four key digital signage retail case  studies, what the application was and why it worked, as a result.

Mitchell’s Delicatessen is a deli located in Nashville that  specializes in fresh artisan sandwiches using high quality ingredients  with a focus on supporting the local economy. Their messaging is pretty  special, so when they decided to implement digital signage, we knew it  was going to be something equally awesome. The restaurant, like all  retailers, had pain points. The queues were long and customers were  getting bored. The speciality items they were creating were often being  overlooked.

With some standard Sony TVs, ScreenCloud Signage  and some clever video content created by a local photographer, they  completely changed their business model. Delicatessen speciality  chickens, which were being thrown away, were suddenly highest in demand.

In retail there’s a lot going on. Customers can get blindsided or even confused about what they need and why - all experiences that work against a store's goal to increase retail sales. Digital signage is like a  visual signpost, guiding them towards specific departments, offers or  items. When things are easy to navigate, decisions are easier. When  customers can see the best, or most popular products, it becomes a no  brainer what to choose and stores can become better at anticipating  needs, just as Mitchell’s Deli did here.

Read more: Point of Sale Advertising and Digital Signage

Lenovo is a PC and tablet manufacturer primarily stocked through  retail partners such as Currys, PC World, John Lewis and Very.co.uk. One  of Lenovo’s challenges is that they don’t own any physical stores. This  makes them heavily reliant on store marketing from retail partners.

One of the ways Lenovo combats this is through “pop up” stores,  essentially a store within a store at one of their retail partners’  holdings.

Lenovo also wanted people to interact with their tablets - not just  look at them. Using ScreenCloud they created a live selfie wall, where  images could be taken on a tablet, sent to Twitter and Instagram to  extend the footprint and then shown on a digital screen.

Screens are a huge campaign connector. In this sense, without the  screen, Lenovo may have found it hard to see and share the results of  its pop-up store. The digital signage element brought together both the  campaign happening in store and the one going out online, for the  audience to enjoy. The real time element also meant the visitors could  stay for longer and see their efforts up on a big screen, resulting in a  truly fun and personal retail in-store experience.

Digital signage joining online and offline retail

Soletrader, a premium high-street shoe retailer, has been around for  over 50 years offering superior shoe collections for men and women.  Despite having such a strong physical retail presence, Soletrader has  also worked hard to establish a presence on social media. Using  ScreenCloud, they brought their online efforts in store, to join up the  experience for customers and make one, seamless brand story.

We’ve all heard of “omnichannel” marketing in retail and while the  term may be slightly overused, the meaning is actually pretty relevant.  Consumers aren’t separating their online and offline retails experiences  any more. They expect things to be joined up and for younger  generations in particular, to have a connected experience wherever they  shop. Adding social media in store and using digital signage campaigns,  is a clever and yet really simple way to do this.

Then you have the added benefit of repurposing content. Any retail  brand who’s spent time and effort creating amazing social content should  see the fruits of their labor shared as often as possible. Taking  social media and plugging it into your digital screens is a great way to  double down on great content you already have, particularly in retail,  where things change fast.

Feilo Sylvania is a leading provider of professional and  architectural lighting solutions for both the public and private  sectors. At a key industry exhibition, the brand used ScreenCloud to run  content across four digital screens, that each related to a different  division of the company.

This was a hugely effective way to share lots of different  information simultaneously, without giving visitors overload or tons of  printed brochures and information packs.

The solution worked in an exhibition environment because of its  ability to streamline different information and put it in a simple  medium for passing visitors. To take that one step further, Feilo  Sylvania also then used the application to roll out across physical  showrooms throughout the UK and Europe.

This allowed them to re-use their content and to create personalized  welcome messages for customers and show off presentations, brochures,  videos and anything else that has been prepared for a particular  showroom or event.

The ability with retail digital signage to change, re-use and repeat content  is key to creating a truly relevant feed that’s easy to set up. Making  digital signage a great medium for retail companies looking to share  news, products and updates regularly while in-store.

Read more: How to Make Digital Signage Window Displays

If you’re looking to use digital signage for your next retail campaign, get started with ScreenCloud with our 14-day free trial or speak to our team on hello@screen.cloud.

How retail brands like Lenovo and Soletrader are doing digital signage screens throughout stores, in-store promotions, pop-up events and virtual showrooms.

A look inside the digital screens strategies of global retail brands.

4 Digital Signage Retail Case Studies and Why They Work

4 Digital Signage Retail Case Studies and Why They Work

4 Digital Signage Retail Case Studies and Why They Work

Contents

Ask for an AI Summary