2020 has given many businesses time in which to replan their future and refurbish their stores. Smart businesses included digital signage in their plans. If you’re thinking about refurbishing, you must think about digital signage as well.
Opening a new store or refurbishing an existing one is no small project. If it’s part of a broader plan there will be many stakeholders to satisfy: Store Design, Marketing, IT and of course, the CFO. Though each party has different priorities, the overall objective is about propelling the organisation into the new consumer landscape. An objective that’s never been more relevant than it is today.
Digital transformation is now the central pillar of any refurbishment, and that’s why it’s the perfect time to invest in a digital signage solution.
Research from Google suggests that over half of all purchase decisions are influenced by digital marketing, and bringing an online experience into the physical world is one of the greatest challenges facing retailers.
Consumer engagement has never been more important for businesses that have yet to establish an in-store digital strategy. Even knowing where to start can be daunting. Here are some common challenges that digital signage can overcome and why including it in the architectural design and shop fit makes perfect sense:
Posters are boring
Not to mention high maintenance and labour intensive. You know the headaches caused by printing in multiple (non-standard) sizes then relying on human compliance to ensure all of that expensive content reaches its audience on time. There’s got to be a better way, and there is. Put digital signage at the top of your refurbishment to-do list.
Shopfitting adds value
Although retrofitting digital screens is always an option, it can look like an afterthought (usually because it was). When you see digital signage that has been part of the architectural design and installed by professionals, it actually serves as more than a marketing tool. It improves the aesthetics, enhances customer experience and validates you as a digital native.
Refurbishment helps fund hardware
It’s unlikely that your marketing team doesn’t want an easy-to-manage digital signage solution. It’s more likely that they have been requesting it, and looking for a way to fund it, for years. Now’s the chance. While budgets for shelving, lighting, furniture and fittings are getting approved, it makes sense to incorporate a digital signage network into the refurbishment budget. More sense than Marketing having to fund the network from budgets set for brand awareness and boosting sales.
It’s a great time to plan for the future
To paraphrase Karen Lamb, the best time to start a digital signage strategy was one year ago. Failing that, today will do. Digital transformation is inevitable. When all the stakeholders come together, when the refurbishment plan places digital signage and cloud-based technology at the heart of that development, the results are empowering.
These are just a handful of reasons to involve digital signage when planning a rebrand, refurbishment or new site. If you need help incorporating an innovative, easy-to-use digital solution into your upgrade, get in touch. We have helped some of Australia’s favourite brands connect with consumers, boost sales, streamline communications and improve operational efficiency. Let our team show you how digital signage adds real value to every project.