Digital in store - Digital in store: All you need to know

State of the digital in-store market

The digital media market generated more than 120 million euros in turnover in 2011, an increase of 11% compared to the previous year. This market has been growing rapidly in France over the past 5 years, with more than 200,000 screens spread across the country. Screens are multiplying and offering a new playing field for advertisers...

Digital in-store refers to all digital devices in points of sale that aim to enrich and improve the customer experience and sales.

In 2020, 46% of the top 100 LSA French retailers (according to their 2019 turnover) had at least one active digital screen in store. This data was collected by Madame Benchmark during her complete monitoring of screens in French Retail.

You should know that the distribution market is the first sector in terms of communication expenses. The majority of investments in advertising remain traditional (catalogs and direct marketing) but more and more brands and networks of points of sale are exploiting the advantages of online advertising and digital-in-store, in particular through communication screens. 96% of the LSA top 100 brands use screens to promote brand content: they broadcast branded films and commercial promotions and events.

Digital in store challenges for retailers

Why install dynamic signage in your store? Digital tools make it possible to highlight the products and services offered at the point of sale. They offer the opportunity to gain notoriety, to boost your business while optimizing your advertising budget.

To strengthen your brand image and your reputation

While 90% of retail sales are still made at the point of sale (IFOP, 2012), the introduction of digital screens in a store modernizes and energizes the store. This modern image contributes to promoting the brand and differentiating it from its competitors. In addition, around 65% of consumers always want to see the product before buying it, the digital in-store makes it possible to attract the curiosity of passers-by from the window or from customers within the store who will seek to discover more.

To present news and promotional offers

Digital signage has the advantage of being programmable, which makes it possible to broadcast current promotions in your store, to present new products in images, but also to communicate on future events or upcoming collections. It is a flexible tool that allows you to broadcast your messages at the right time, to launch special actions targeted at the hours of the day.

Finally, it can be useful for disseminating various information

It is the best tool to communicate with your customers about your opening hours, special events, and present your team. The digital in-store can also be used as a medium for the internal communication of larger structures, such as a parent company and its various subsidiaries.

In 2021, a new IFOP study has shown that 70% of French people pay attention to digital screens and that 57% of French people want to see informative content on screens and 37% want to discover new products. The study also shows that young people are even more receptive to digital screens outside. 1 in 2 young people have already reacted after being exposed to information via a digital screen (drive-to-web or moving to a place).

Advantages of digital in store for customers

The digital in-store adapts to the customer's new mode of consumption. This new dynamic space improves the customer experience by offering it numerous possibilities:

First, the consumer can find out about a product, its price and its characteristics independently as well as consult the information attached to the after-sales service.

In addition, these new tools allow time to be optimized. His journey through the store is easy and he is intelligently guided. Also, waiting time is reduced thanks to the use of interactive terminals and NFC payments.

Finally, he can have the same references as those available on the internet at the same price and freely order a missing reference thanks to the interactive terminals.

You have a digital signage project, ask for a demonstration.

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