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DYNAMIC DUO Signage and kiosks come together in retail stores By Sarah Colson
Digital signage in retail is rapidly evolving, and the number of choices, from hardware to software, can be overwhelming. With rapid innovation, emerging technologies expand the possibilities for digital signage strategies in many different markets. So Where Do You Begin? In this highly competitive environment, retail stores and chains are looking at ways to influence shopping behavior, create customer loyalty and develop metrics to measure success. Kiosks provide an ideal platform to enhance the customer’s shopping experience, provide the shopper an opportunity to interact on their terms and augment traditional in-store digital signage. Kiosks help retailers and retail brands increase sales through three key principles: attract, inform and engage. Attract. The biggest struggle retailers face is the ability to capture
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an interested audience and, more importantly, the right audience. Most consumers know exactly what they want and shop at specific stores based on their preference, the available product brands and the value that store brings. Using interactive kiosks, along with digital signage, retailers are able to draw the attention of consumers with stimulating, rich media content and visuals. The retailer’s main objective is to influence the consumer to make a purchase. However, brands found in retail stores can work with retailers and use kiosks to gain momentum over competing brands by generating awareness, engagement and incentive to purchase that brand. Let’s face it, while signage can provide a brand experience, consumers like to interact and engage when they are ready to buy. Kiosks make it easy to attract a consumer’s attention, encourage interaction and help guide a buying decision.