ROI of digital signage at the point of sale

Digital signage is a great way to draw attention to your brand and generate additional revenue. However, even if numerous studies in the sector have shown the importance of poster campaigns, how can you know if they impact the profitability of the point of sale? Given the absence of measurable data, some retailers find it difficult to properly analyze the impact of advertising campaigns.

This article explains how measure the return on investment of digital signage solutions at the point of sale.

Digital signage at the point of sale: key figures

Numerous studies have shown that digital signage can increase customer interest and help increase sales. In 2010, Nielsen monitored the use of digital signage with 120 grocery stores over time. She found that four out of five brands had observed a sales increase of up to 33% in the context of the use of digital signage, compared to using paper-only displays. 68% of customers affirmed that digital signage” had an impact on their decision to buy the product announced later ”.

The entire retail sector confirms these results, and the use of digital signage is constantly increasing. According to the study Future Trends 2019 carried out by the site Digital Signage Today , 60% of retailers who do not yet have digital signage in their store plan to invest in this type of solution in the next two years.

Consult our customer cases to see their feedback on digital signage.

Identify the objectives of the advertising campaign on screens

But how do you know if the digital signage solution implemented in your point of sale reflects these trends? Les scores Did they live up to your expectations?
For measure your return on investment, you must first be clear about objectives that you want to achieve by using digital signage:

- Try to increase the attendance rate of your store ?
- Do you want to increase sales of products in a particular section of the store?
- Do you want to encourage additional purchases?
- Or are you looking to increase the visibility of a product as part of its launching ? (See the VanDB franchise example)
- Perhaps you are trying to achieve several effects?
Anyway, better you will identify your goals, the more you will be able to Measure.

Measuring the profitability data of advertising screens

Once you have defined your goals, the data to be measured should be obvious. For example, if your goal is to get people to enter the store Thanks to your window, you will need to know the number of people in the store at a certain moment before the start of the campaign, in order to compare it to the number of people present at the time of its streaming.

The rate of attendance, the rate of stint in some areas of the store, receipts from sales register, the tracking data of stocks And the exposure time on a screen are all examples of measurable data. Depending on the campaign in place, you will probably have other sources of usable data. For example, if you add an item from social networks, the increase in the number of your Followers on social networks and the use of the campaign hashtag will be elements to take into account in your analysis.

Digital data sources

If your point of sale's digital signage solution is associated with IoT technologies like RFID tags, tags, tags, sensors, cameras, facial recognition system, etc., you will have access to much more revealing data and much easier to collect.

So, if you are looking to measure the rate of passage in a certain area of your store, call on an observer to examine and count the visits, either directly or using surveillance cameras. When sensors are integrated into the display solution, you collect automatically this information.

And thanks to facial recognition software associated with the point of sale display solution, you can get more accurate information about your visitors. So you can know which age groups stop to look at your screen.

Lifelong learning process

Once you have identified the objectives And the data sources, you need to figure out how to gather your data and finally, how to interpret the results.

Sometimes it's not possible to establish a direct link between display and sales. It may be that despite a very attractive countryside, the public did not react immediately. You may also see an increase in sales but have difficulty isolating other factors that contributed to sales, such as your other marketing or discount activities. You may need to test your measurement plan and survey for a longer period of time than originally planned to identify trends.

Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of point of sale communication professionals.

Do not hesitate to consult our experts for get advice on point of sale display software and know how to proceed so that your display has the greatest possible impact. Cenareo point of sale display solutions offer the easiest way to combine physical and digital sales to create a multi-channel experience that is both surprising and consistent.