How Indoor Digital Signage Can Drive Sales and Promotions

Today, digital signage is increasingly used in various retail and business environments. Different types of digital signage systems, including standalone kiosks and wall-mounted displays, have become increasingly widespread.

Digital signage is a versatile tool for enhancing sales and promotional efforts because it can reach a wider audience, offer targeted messaging for shoppers, and be easily managed from a single platform, so modifications are simple and effective.

The Psychology Behind Digital Signage and Consumer Behavior

Psychology is behind the success of any type of marketing, including indoor digital signage. With the right digital interior signage display, you can create dynamic and visually appealing content that capitalizes on the key psychological drivers behind buyer decisions.

Social influences

One of those key drivers is social influence. People make decisions based on social factors. If they see influencers promoting a specific product or service on indoor digital signage displays, they are more likely to make those purchases themselves.

The psychological reason behind this decision is that people want to fit in. If they see someone in their peer group providing social proof that a product works or that an item of clothing is fashionable, they want to participate in those same things.

Exclusivity 

Another driver behind indoor digital signage displays and consumer behavior is exclusivity. You can use your digital interior signage to promote exclusive items or services that make people feel as though they have something others don't. This, when employed tactfully and respectfully, uses the fear that consumers have of missing opportunities and capitalizing on their desire to have something unique that others do not. 

Scarcity

The use of indoor digital signage can drive products or services that may be limited in supply. This plays off the idea of scarcity, encouraging customers to buy something that may not be available long term. 

Trust

Another driver of the psychology behind digital signage and consumer behavior is trust. With the right indoor digital signage advertising, you can build trust with your customers, creating a positive feeling about your company. Promotions through digital interior signage that give away small gift cards or “expires-in-30-minutes” coupons in exchange for social media posts can help consumers feel like you have given them something, so they should give you something. 

This can be preemptive, like small windows of in-store-only discounts or coupons, free consultations if customers visit certain areas of your store or GQ codes they can scan to sign up for a loyalty program in exchange for discounts. All of these details can be displayed with your indoor digital signage advertising. 

Strategic Placement of Digital Signage

So, where do you put the signs?

Key factors to consider when positioning digital signage to maximize visibility and impact

Start by considering high-traffic areas. If you have large double doors that open automatically, if there is enough space, put a sign in the center so that it is the first thing people see after they safely enter the doors. 

If you have a larger store or office, place indoor digital signage displays along aisles at either end, near exits and entrances, or next to waiting areas. 

For example:

A Mexican restaurant uses indoor digital signage advertising to promote daily deals. This is placed next to the front doors, in front of the main menus and the takeout order counter. This helps customers who are coming into the front doors in order to place its take out menu see the promotional deals before they even look at the main menus.

A grocery store uses indoor digital signage advertising to promote new foods or combinations of things like grilling items with vegetables and soda for a 4th of July party. These displays are placed next to each of those individual food items, even though the items are located in different areas of the store. This means that if someone goes to purchase hot dogs, they'll see the same type of sign promoting the whole meal, and if another customer goes to purchase fresh corn on the cob, they'll see the same thing. 

Content is King: Creating Compelling Digital Advertisements

So, how do you create compelling indoor digital signage advertisements?

Know your audience

If you don’t already know your audience, spend some time analyzing them. For things like the Mexican restaurant and the grocery store examples above, the audience might change depending on the time of day. The common crowd who comes in for lunch might be very different from the crowd who comes in for dinner, just as the shoppers in the morning are very different from the shoppers at lunch and after work hours. 

Be selective about colors and content

What you display should feature graphics, color, and text, but not too much of any of those. You don't want things that have too many colors, or they can detract from the main message. You also don't want things that are difficult to read because it's so busy.

Incorporate movement and sound

With indoor digital signage displays, you want to incorporate eye-catching and persuasive elements. The grocery store example above extends to visually appealing images or videos of people at a 4th of July party eating the things that they are trying to sell.

Don't shy away from calls to action in driving promotions and visual elements that make people stop and think about things like scarcity, exclusivity, and trust. The promotional design for a 4th of July party has things like exclusivity because it encourages viewers to be part of that exclusive club and host a party or bring something to a party, just the same as it encourages scarcity because the deal is limited. 

Integrating with Online and Mobile Marketing

There are ways that you can create a cohesive marketing strategy that includes indoor digital signage along with online and mobile elements.

One of the easiest ways to do this is to utilize indoor digital signage advertising with things like QR codes. QR codes are things that customers can easily scan while they walk through your store or office and then sign up for additional promotions, view more information about your company, or make online purchases.

You can also incorporate social media feeds with the right type of digital content management software. This makes it easy to display social media content in addition to other promotions, which encourages interaction. 

Being able to sign up for things online later can give people better access to exclusive features and deals, which plays off the exclusivity aspect of the psychology behind consumer behavior.

Real-Time Updates

Real-time content updates for promotions related to time-sensitive deals or stock availability are among the best components you can look for in your indoor digital signage. The reason for this is that it plays off the psychology behind consumer behavior, particularly the aspect of exclusivity and scarcity.

Conclusion

Indoor digital signage can successfully drive sales and promotions. Your company can stay ahead of the curve in digital marketing techniques by capitalizing on the psychology behind consumer purchases and consumer behavior and incorporating that with your digital signage.

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