Attractive point of sale and digital signage: best practices

An attractive and efficient point of sale is a place where everything is put in place in order to serve customers in the best conditions. This means a quality offer, a clearly identifiable concept and values, discreet and present customer service, a smooth and frictionless customer journey, and communication tools designed to strengthen engagement, reduce perceived wait times, and develop sales.

To make your points of sale efficient, optimize your resources and improve the customer experience, let's see how to transform your brand from within thanks to digital signage.

🔗 Attracting customers inside the store to boost sales

An efficient store is a store that can attract customers. To achieve this, the scenography, the care given to the windows and the perceived atmosphere are very effective levers. Installing screens in shop windows offers numerous design possibilities: one or more resonant screens, LED walls or even motion detectors producing a programmed chain reaction.

🚀 Boost sales on an offer or a range of products

Once in the store, your screens show off your products. A new collection, items selected according to the weather, a special promotion... you can create dynamic and personalized content, updated in real time in stores in your network. Digital signage offers great consistency with your brand image to ensure that the customer stays in your universe and ensure a better memorization of your brand.

This is what the VanDB brand does, specialized in the sale of beers and spirits, which Monetize the screens of its 180 franchisees to help discover new brands on the market. Screens become a communication medium for new entrants and ensure a targeted and captivated audience during launch evenings. Result: VanDB becomes a launch platform for brands in the country.

⌛ Limit perceived waiting time

In stores, it is not always possible to avoid waiting times when checking out or if a seller is unavailable. However, it is possible to limit their impacts by working on perceived expectations.

That's what the brand did Boulanger in its stores by positioning screens at the cash registers. By disseminating messages around its products, the content of partner brands and by anchoring itself in territorial reality with local information, the brand creates a form of emotional proximity with its customers. Screens reduce perceived wait times by drawing the eyes of customers and improve the in-store experience.

🌟 Strengthen the brand image and increase the average basket

For networks of points of sale with a very diversified offer, digital signage is an excellent lever for promoting and strengthening its visibility by relying on screens. That's what did the NAP group with its Maisons de la Presse stores. The screens are positioned in the window at the entrance of the store or directly integrated into the product lines in order to promote an offer that is sometimes little known (press, bookstore, telephone, games/toys, snacks, tobacco, toys, snacks, tobacco, stationery, stationery, stationery, parcel shipping, troubleshooting, etc.).

Each Press House also relays on its screens the news of the city where it is located and assumes its role as a local cultural player. A concept that gives results with a 12.3% increase in monthly payments and nearly 40% growth in toys, 25% in multimedia and more than 15% in food.

💰 Monetize your digital signage

The screens can also be monetized with your partners and suppliers in order to optimize your return on investment. Instead of distributing brochures, posters and promotional materials in its stores, the PPG Group for its brand Comptoir Seigneurie Gauthier also communicates about its suppliers' brands through dynamic signage. The brand offers a communication pack with a web presence, e-mailings and communication campaigns on screens. Advertisers are assured of reaching a truly qualified target who is as close as possible to the act of purchase.

Screens serve many subjects that impact the entire customer experience. In terms of communication, marketing, customer service and experience, it is an important performance driver to make your point of sale attractive and efficient over the long term.

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