Digital Signages as a Tool of Omni-Channel Marketing

It has long been said that the generation of millennial in the first place is responsible for breaking up the foundations in the traditional marketing due to the habit of its digital technologies. Hereby hangs a tale not that often but X generation and baby-boomers are not that far behind. Rampant development of digital communication, which went through the era of PC to smartphones and tablets, explains why this trend is long-term, but not some kind of short-term devotion. We read up-to-date headlines from the screens but not from the printed sources more often. Digital devices have become so ubiquitous that deliver required information wherever you go.

Retailers feel constrained to expand the boundaries of traditional interaction with customers. Millennial change the system using their mobile devices for searching for more profitable proposals, communication with brand, purchase and products discussion. In addition, availability of a brand in the ordinary for them virtual environment is as important, as the pricing policy.

Data on tendencies in traditional shopping represented on the webinar of the Blackhawk Engagement Solutions, Inc:

• 89% of millennials use their smartphones for Internet access daily.
• 55% rely on social media as the main source of news and information (television is on the 6th place).
• 95% keeps a high sensibility for a price.
• Majority compares purchase conditions in different stores by means of smartphones.

These tendencies led to an active development of omnichannel marketing. It assumes integration of all the way of communication, online and offline, and delivers an advertising directly to a customer. It suggests personalization so a user can get information, which fits in his/her style of life. Digital signage is an effective tool of omnichannel marketing, they target advertising, gather detailed information about customers, serves as means of effective brand communication and customers on the sale spots. It is a logical continuation of online in an offline environment. Traditional retail approach and the virtual world are impossible to imagine without effective digital signage.

Here is what the latest studies say about digital signage:

• In accordance with Arbitron study, videos displayed on public attract the attention of 70% customers.
• According to Samsung, 84% of retailers in Great Britain believe, that a digital signage significantly increases a brand visibility, which emphasizes the importance of keeping a complete, focused on digital technologies image of a brand.
• Price-Waterhouse-Coopers study shows, that retailers may decrease a customer`s stress using digital signage to inform and entertain clients, waiting in a queue.
• In accordance with NCR Global Consumer Research, 87% of customers would want no matter where in the world you are (no matter, online or ?offline) to have an equal access to services.

Change and use all the opportunities for effective interaction with your clients. Digital signage perfectly fits for implementation of the omnichannel marketing concept. It is an important tool to engage customers resonating with their way of life.