5 Retail Store Digital Signage Mistakes and How to Avoid Them

There's growing importance related to digital signage and retail stores. Retail store digital signage has been shown to enhance customer experiences and increase sales. That said, just the same as with traditional marketing, companies can make mistakes with digital signage. This article will review common mistakes made with retail digital signage and how they should be avoided.

Mistake 1: Poor Content Quality

The first mistake you can make is having poor-quality content. Low-quality content has a negative impact on how customers perceive you and what level of engagement you can generate with your digital displays.

Examples of Poor Content: 

• One retailer copied images from an online search without downloading the full-resolution version, and this meant that once those images were displayed on the digital sign, they were blurry, and it was difficult to read the images and their details.
• One retail store had outdated promotions and an unprofessional design that wasn't eye-catching and, worse, actually detracted from their business.

Solution: 

Invest in high-quality content creation, including professional design and regularly updated visuals.

Mistake 2: Incorrect Placement of Digital Signage

Poorly placed digital signage for retail stores can lead to reduced visibility and, subsequently, reduced impact.

Examples of Bad Placement: 

• One retail store wanted to promote a new range of organic products, so they installed a digital display on the wall above the top of the aisle. This meant it was far too high for anyone to notice, let alone for anyone to read. 
• Another retail store wanted to utilize free-standing digital displays but didn't want them to be in the way of customers using carts, so they pushed them off to the side, in the back of the store. But this meant that it was a low-traffic area, not a place that many customers would visit, and therefore, the displays didn't get seen.
• One retailer put the sign on a wall, but the digital signage was obstructed by display units at the end of the aisles, which meant visibility was decreased, and customers had a hard time seeing what was on the digital screen.

Solution: 

Conduct a thorough analysis of foot traffic patterns to determine optimal screen placement.

Mistake 3: Overloading Content on Screens

With a digital display, it's far too easy to overcrowd your screens with too much information. This can lead to confusion and disengagement. Even if you have a bigger screen than you would with traditional marketing or advertising, you still want to keep your message simple with the most important information only. 

The purpose here is to catch the attention of your customers and lead them to action rather than give them all the information they need upfront.

Examples of Overload: 

• One retailer wanted to promote every item they had that week, replacing the print mailer they would normally send with coupons. But this meant that multiple messages filled a single screen. Instead of an overwhelming newspaper ad full of coupons, people saw an overwhelming digital display full of coupons. This made it difficult for customers to pinpoint what was on sale, and they didn't stop to look but instead moved on.
• Another retailer filled an advertisement for a new line of produce from a local farm, but instead of trimming down the messages on the digital signage in retail store areas, they simply copied and pasted the entire biography about the farm, which was multiple paragraphs long. Excessive text meant customers weren't going to read it or learn anything about what the store was offering.
• One retailer had too many moving elements, with parts that all flashed, shot across the screen, and were otherwise animated, which interfered with the clarity of the message.

Solution: 

Simplify content to focus on one key message at a time, using clear visuals and concise text.

Mistake 4: Neglecting Regular Updates

Managing the content you display on your digital screens is essential. There is a significant risk of leaving outdated content on display, which can lead to a loss of relevance and credibility for your business.

Examples of Neglect: 

• One retailer had well-placed retail store digital signage in key areas with high foot traffic, but they didn't maintain their updates, which meant customers were coming in and seeing expired promotions from two weeks prior, checking their calendar, and confusion before leaving the store.
• Another retailer left seasonal content up long after the season had ended, with the retail store's digital signage happily displaying Christmas sales and promotions in February.

Solution: 

Implement a content management schedule to ensure regular updates and relevance.

Mistake 5: Lack of Integration with Other Marketing Channels

Finally, companies that fail to integrate digital signage with other marketing efforts can miss out on key opportunities for increased growth and cross-selling opportunities. 

Examples of Disconnected Marketing:

• The digital signage for retail stores in one area failed to align with in-store promotions or online campaigns. The information didn't match with what customers had seen in promotional emails or on the company website. This generated a lot of confusion when the sale information was different from what staff was trying to process in the store, leading to a lot of angry and disappointed customers.
• Another retailer selling clothing was integrating with other marketing channels for a related store, but instead of keeping the displays for things like shoe companies, jewelry companies, or other related stores, they marketed things like discount tires and spray foam insulation. This hurt their marketing efforts with the digital display because of the unrelated nature of what they were displaying.

Solution: 

Create a cohesive marketing strategy that includes digital signage as part of an integrated approach.

Conclusion

Following tips to maximize the effectiveness of digital signage in retail stores is key to avoiding these mistakes. Retail store owners should consider implementing the solutions provided and regularly reviewing their digital signage strategy. 

The evolving role of digital signage in retail and its potential to transform the customer experience means that digital signage in retail stores will continue to provide benefits to your company in terms of generating customer loyalty and sales as long as you avoid these key mistakes.