Throughout the year, you probably use the seasons to boost your window and your store and thus retain the attention of your visitors. We know that the weather has an undeniable impact on habits, the morale or even the behavior of customers. To get the most out of it, digital signage is your solution!
Simple, effective and practical, your screens can be programmed to broadcast the information of your choice to your customers, According to today's weather. Here are some examples of campaigns that you can set up in your retail space.
What is weather-responsive digital signage?
Advertisements broadcast according to the weather or “weather-reactive” correspond to a type of contextualized advertising, defined as the adaptation of your advertising content according to weather conditions. This communication can also be used to meet the needs of internal communication, in particular to disseminate preventive messages.
With digital signage and digital outdoor advertising (DOOH), retailers have the ability to change their ads instantly, whether In their store or within an external advertising network. Thanks to programming software and real-time data, the ads announced can be extremely targeted and only displayed under certain weather conditions (when the temperature falls below a certain threshold or when it rains, for example).
→ We have compiled a number of tips on our blog to properly prepare your campaigns for next summer: Responsive digital signage and weather-responsive in stores.
Dynamic seasonal marketing signage
The purpose of seasonal marketing is to influence sales through weather conditions. Digital signage is the tool that will allow you to apply your strategy and take advantage of it for summer sales.
Your window is the point of reference for your visitors. By energizing it with screens, you make it modern and interactive. However, there are a few rules to follow to maintain your attractiveness rate, such as:
- The setting of the screen brightness : in summer, the light is brighter and without a suitable setting, the screen may become illegible.
- The screen orientation : if you place it facing the sun, your visitors will be blinded and will not stay in front to watch your advertising spots. Find the best viewing angle in your window.
- Seasonal products : this type of product has a greater psychological impact on customers than other products. Remember to highlight them as soon as the sun sets in and the weather is right to take advantage of them and sell out your stock before the end of the season.
🌞 Summer poster campaign: the weather cycle
In professional jargon, we talk about responsive weather digital signage campaigns. The system is simple and clever since you create several campaigns that are activated directly on your screens depending on the weather. You are using the weather-reactive digital signage programming.
Let's assume that you have 3 or 4 advertising spots that highlight your products or services. You decide to broadcast them when the weather conditions are the mildest.
Some examples of dynamic weather-marketing signage
- You offer designer and modern swimsuits in a video clip. This spot is therefore programmed when the sun is out or when the temperature of the day is between 24°C and 30°C. The spot then passes on the screens located in your window, attracting your target for favorite purchases.
- Selling swimsuits on rainy days is a real challenge. Thanks to digital signage, you can project a sunny advertising spot with a special promotion. In this way, you trigger exceptional purchases.
Weather-conditioned digital signage is a technique that has already proven its worth. In fact, many commercial and marketing strategies are based on the emotional relationship triggered by the weather of the day with casual buyers.
❄️ Winter digital signage campaign to boost sales
Even though sales generally tend to decrease In winter (especially when the weather is so gloomy that it discourages people from leaving their homes), a number of retailers and businesses see their sales soar. Sales of must-have items are increasing : this is especially the case for warm clothing, boots, winter tires, and home maintenance items. Businesses offering services, such as mechanics, insurers and plumbers, also see their turnover increase, as the weather causes deterioration. Take a look at your sales figures in recent years: did you notice a change in sales in winter? Are you able to Anticipate it ?
Be sure to take the lead by creating compelling content during the fall, so you're ready to use them as soon as you need them. Consider how your products and services will be used during the winter and create a variety of static and dynamic ads that you can show. Divide this distribution between your in-store digital signage screens and public displays (devices located in your own window) or outdoor screens operated by a service provider. Programmatic advertising DOOH).
Creative dynamic content on your screens
The creative and varied content broadcast on the screens obtain greater profitability, especially if your business has a window overlooking the street. If that's not the case, that's okay, an intelligent and dynamic indoor strategy also works!
If you want optimize your window with dynamic signage think about:
- offer lively and fun advertising content, in summer colors, featuring seasonal standards
- Tell your visitors that you have air conditioning in your store, or that you offer cold drinks, or that a fast food service is available to them...
- broadcast your summer promotions live. The programming system makes it possible to stop the broadcast of advertising when the minimum stock is reached or when there is no stock left at all.
- use the major national or regional events of the summer to highlight your business (Tour de France, World Cup, etc.). Any opportunity is good to monetize your screens and offer advertising space to partners for these events!
What can you do to make your content weather reactive?
Unless you have only one or two screens and are ready to load your content manually when the weather changes, you will have to use a service that can automate a response based on weather conditions. Your digital signage content management system should take this aspect into account. The digital signage solution Cenareo includes a weather response function that allows you to program your screen fleet to automatically display different content depending on the weather.
Seasonal advertising is nothing new; however, theautomating ad delivery depending on weather conditions is an option that small businesses have only recently had access to, thanks to the evolution of digital signage content management solutions.
Find some examples of digital signage implementations and the feedback from point of sale managers like Triumph, VanDB, or Etam here.
Cenareo offers a digital signage software Saas, intuitive, scalable and perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.
If you are planning to start broadcasting adapted content this winter, we are in a position to help you on this journey. Do not hesitate to contact us.
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