Read any blog post about retail digital signage, and it will likely revolve around customer facing engagement. But it won’t touch on the importance of internal communication.
These blogs will boast about interactive integrations or dynamic campaigns, where the customers are always the end users. While these blogs are informative, they miss the point. The biggest mistake digital signage users make in retail is only using their deployment on the consumers.
Retailers should take advantage of the medium’s ability to connect managers and employees through internal communication. Digital signage goes beyond advertising and focuses on the foundation of the business. It communicates the information that drives critical business decisions.
Let me explain: Retailers are competing against the at-home shopping wave. Consumers can curl up on the couch with their coffee and blankets and surf shopping sites. Brick and mortar shops need to offer an experience that outshines the Amazons and Overstock.coms.
When a consumer enters a store, their mindset is already more inclined to buy, so they can walk out with a product. So, it’s essential that employees interact positively with these consumers upon entrance.
Sure, consumers are likely to hop on the selfie application, or partake in interactive social media integrations. But their next focus is the brand’s personal representative- the customer facing employees.
Employee interaction is a huge aspect of the brand environment. Store associates are walking, talking brand models. From their clothing to their personality, they sell the idea of the store as much as its products and services.
When a consumer enters a store, their mindset is already more inclined to buy, so they can walk out with a product. So, it’s essential that employees interact positively with these consumers upon entrance.
Hiring friendly employees that naturally encompass the brand persona shortens the on-boarding process. A friendly exchange can make or break a sale. In fact, 68% of customers leave a store because they feel neglected.
Employees with low enthusiasm for their jobs are not going to engage with the consumer. Because of this, the brand appears abrasive and depressing. The customer walks away with an uncomfortable experience.
Store employees have the most influence on your brand’s clientele, yet they are the last members of the organization to receive messages from corporate.
They can’t spend long pockets of time in the backroom, reading emails or checking company intranet bases. Their core job is to be available for any patrons who enter the shop.
There are about 80 million Millennials in the United States. Of those, 53.5 million make up more than one-third of the U.S. labor force. Moreover, Millennials are the first generation to be completely digitally based.
That means, they need to be motivated by the company through a digital medium they’re allowed to have on the job. Companies remedy this issue by reassessing their internal communications and focused on engaging employees. What better way to accomplish this than through their digital signage?
Digital signage software capabilities stretch much farther than just displaying marketing messages. The technology allows retailers at the corporate, regional, and store level to communicate with associates through touch screens and tablets.
Task management in retail is extremely important to the success of the brand, but takes away the time and attention spent on customers. The retail staff is caught between the two duties. To remedy this situation, HR departments implement Workforce Management (WFM) systems into company practices.
Digital signage is the fastest way to communicate with employees. These staff members are not able to check their email for company announcements while on the clock. Signs located in the backroom can display all information WFM solutions can provide.
Managers can see who is on the floor or who is running late at a glance. Employees can see hours, access the employee directory, and view their pay statement. Mobile capabilities allow managers to make transaction approvals even when they’re not on site.
Digital signage software displays real-time updates on all aspects of WFM. With WFM integrations, employees can devote attention back to the customers, knowing that they will not miss any important information.
Using one interface, retailers access loss-prevention statistics, sales-performance metrics, employee schedules, distribute video and display shrink data with category specific missing-product details.
"Blending multimedia technologies with analytics that track, measure, and automate business information creates an unparalleled connection between corporate offices and store associates," David Wible, CEO, Industry Weapon
"What retailers end up seeing is less time being spent organizing, finding, and distributing information and more time focusing on the consumer experience," says Industry Weapon’s Director of Sales, Ryan Barlow.
A motivated employee who feels connected to the brand, is more inclined to engage with customers. They'll offer an experience consumers can’t receive from their computer at home.
Customers no longer feel ignored by associates, or that they are being bothersome by asking questions. Turnover rates decrease as both consumer and retailer reopen communication pathways.
For more insights, download the "How to Rock Retail in the Modern World" ebook.
