One of our clients relayed this in-store experience she had while she was buying a new cell phone:
I had ordered my new cell phone online and was picking it up in the local retail store. While I waited for them to bring the phone out, I was perusing the cases that they had in stock, thinking that I might buy one.
The employee who had checked me in and was retrieving my phone mentioned that they had an accessories special going on and would go grab my phone and then tell me more. As I looked at the cases, there were no prices on the products, and no signage about the special anywhere to be seen. Since I’d already spent a lot of money on the phone, I was hesitant to make any significant additional purchase, but was definitely interested in hearing about the promotion.
When the employee returned, he was carrying a pair of expensive ear buds and some screen protectors for my phone and said that if I were to bundle the case with screen protectors and earbuds, he could save me $80 and would bundle them all for $200.
I felt a little trapped by the pushy salesman, and still very unclear on what the promotion was, so I ended up leaving with just the phone and bought the screen protectors and case online instead.
There were quite a few missteps in this client’s buyer experience at this store that not only resulted in the loss of a potential sale for the store, but in a decreased lifetime value for that customer who will likely avoid their storefront going forward after a negative experience.
If this cell phone retailer had employed effective digital signage near the accessories, while the customer waited, the experience would have gone very differently. While the employee found her order, the customer could have learned about the promotion as she browsed and considered whether it would have been of value.
Then, when the employee returned, she could have asked questions about the promotion. Communicating the promotion digitally gives the store not only flexibility to run short promotions without an added advertising expense, it also shifts that staff member’s role from “pushy salesman” to “helpful resource.”
Now more than ever, it’s a critical time for stores to make the buying experience an enjoyable, welcoming one in which your store is communicating effectively and your customer feels valued. Digital signage is an effective way to take your store’s communication to the next level. Click here to set up a meeting and we can help you strategize ways to get started.