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feature: Tools of the trade


Getting the signage right in shops to improve sales


This month, in our ongoing series in which we speak to the biggest brands and manufacturers to get their advice on selling their appliances in your shops, we hear from Damon Crowhurst, Head of Visual Display, Samsung Electronics UK, who offers his thoughts on the importance of getting your signage right to ensure your customers get the most of a visit to your premises.


W


e are now in an age of retail where it is necessary to seamlessly


bridge the gap between the online and offline shopping communities in order to tackle dwindling footfall and sales. By creating immersive in-store experiences that incorporate new technologies and trends to bring brand offerings to life, it’s possible to capture consumers’ interest and imaginations, which will ultimately lead to sales.


customers now have


higher expectations from retailers


At Samsung our R&D team are constantly


working with retailers to develop bespoke display solutions that help to strengthen their customer relations. With the convenience that online shopping offers, customers now have higher expectations from retailers, with demands for bespoke personalisation and digital connectivity influencing their shopping decisions – and digital screens can become a vital touchpoint to aid this, particularly if they’re interactive. Interactive digital display screens enable


customers to view and share content from their personal devices quickly and efficiently.


retailers can compete


with the demand from online bespoke personalisation


December 2019/January 2020 the experience begins


before the customer even steps inside the store


When considering installing digital signage


it’s important to place them along key points of the customer’s journey, particularly with the understanding that the experience begins before the customer even steps inside the store. By purposefully and strategically weaving display solutions into the store floorplan both outside and inside, the space becomes a massive canvas and allows retailers to really play around with the customer’s overall journey. There are also ways you can create impactful


and eye-catching displays for open areas. Take The Wall, for example, which is a pioneering


interactive displays


enhance the user experience by creating a lasting impact on the shoppers’ in-store journey


Smartphones are never far away from anyone’s reach and so by making the display interactive and accessible through multiple devices, retailers can compete with the demand from online bespoke personalisation. Interactive displays will also enhance the user experience by creating a lasting impact on the shoppers’ in-store journey, maximising brand loyalty and sales.


innovation that features MicroLED technology that can be scalable and customised to occupy unusually shaped flat walls, pillars or even door frames. By adding a display like The Wall to a store floorplan, retailers will stand-out amongst fierce competition, attracting shoppers with engaging, state-of-the-art signage. To maximise the digital screens and make them


easier to use, we have created a solution called MagicINFO, which is a powerful content and device management tool for all types of smart signage, allowing retailers to conveniently create, schedule and play content across a signage network whilst delivering useful business insights through real-time integrated data collection and analysis, and it can even be managed remotely. We have been supplying it to retailers to help effectively communicate their messaging and deliver smarter campaigns to the consumer.


retailers need to bring to


life the best elements from online shopping to engage consumers in real life


Ultimately, retailers need to bring to life the best elements from online shopping to engage consumers in real life, in particular by creating a personalised experience that’s eye-catching and memorable. It sounds like a lot, but there are simple and effective technologies that can be utilised to create this experience, so if you’d like to find out more about potential solutions please visit displaysolutions.samsung.com.


www.innovativeelectricalretailing.co.uk | 27


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