How to Increase Your Sales Easily with Supermarket Digital Signage

Digital signage refers to any type of display that is linked to a screen connected to some form of digital input. This is often things like a USB drive or a computer which means that content on a screen can take the form of rotating PowerPoint presentations or real-time updates, as well as easily modified graphics with things like pricing details for a store.

Digital signage offers a way for the retail environment, specifically supermarkets, to directly influence customer buying behaviors.

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Strategic Placement of Digital Signage in Supermarkets

With digital signage for grocery stores and supermarkets, where you place your signs is very important.

Strategic positions should be near things like:

• Checkout counters
• Key product sections
• Entry points

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By focusing on digital signage, supermarket layouts can naturally influence purchasing decisions in the most critical areas. Entry points serve as the most important place for a digital sign because customers will find active information on sale items very useful before they start moving through the store.

Having strategic signs placed around key product sections can also draw attention to sales while also encouraging multiple purchases for related items.

At the ends of the aisles or in the middle of larger walkways, supermarkets can place supermarket digital signage with recipes related to a nearby food item.

For example:

• A display placed near fresh produce like corn could have several recipes rotating across the screen for corn-centered salsas or barbecue recipes so people who are grilling corn also know which aisle to visit if they want things like hot dogs, hot dog buns, hamburgers, and baked beans.
• A display placed in the fresh deli section can provide customers with information on which deli meats or pre-packaged food items are on sale, as well as the current wait time for people who are trying to get things like a deli sandwich.
• A display placed at the entry points can provide shoppers with up-to-date information on sale items. 

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Why does location matter?

Psychology dictates the majority of consumer purchasing decisions. With supermarket digital signage, you can influence the decision-making of your customers by using things like color, typography, and location. 

Consider this:

Margaret is grocery shopping for the week for her family. She has a couple of meals on her list and a few essential items like milk and eggs. When she first goes into the store she's focusing on every item on her list and she sees digital signage that indicates a sale on fresh fruit.

Margaret normally buys some fruit but she picks whatever is on sale so this encouraged her to make a decision immediately and because the sale was buy one get one free, she purchased two types of berries so she could get four containers total.

As Margaret walked through the store to the meat section, digital signage indicated that chicken thighs were on sale. Margaret had chicken written on her list but the sale prompted her to take a closer look at chicken thighs. 

On the same supermarket digital signage, the sale items were listed next to rotating recipes. So, Margaret looked over the recipe and confirmed that she had almost all of the items to make the chicken satay with the chicken thighs. The only thing she needed was some garam masala spice, garlic, and a side dish.

That same supermarket digital signage suggested a basic cucumber salad, which would use some of the same ingredients as the chicken satay, including peanuts, cilantro, and green onions. This meant that Margaret simply purchased an extra bunch of green onions and cilantro and added the cucumbers and garam masala. While she was looking at the garam masala, she saw a prepackaged spice kit for another Indian dish and decided that it would be fairly simple to divide the chicken thighs and make both items throughout the week.

In this example, the digital signage location helped Margaret at various points of her decision-making process and not only helped her make a single decision but encouraged her to make extra purchases.

Content is King: Crafting Effective Messages

In order for digital signage supermarket messages to be effective they need the right content. Margaret doesn't make those extra purchases for seasoning, herbs, and other produce without the right type of content.

Tips for creating engaging and persuasive content

When creating engaging and persuasive content, you should focus on things that encourage purchases.

Promotions

Promotions are engaging and persuasive because they let people know what deals are available. Simply stating that there is a discount on hamburger buns, corn on the cob, and pre-shaped hamburger patties in separate locations doesn't convey the same type of persuasion as supermarket digital signage that has graphics related to a summer barbecue with a real-time update of the weekend weather indicating sunny temperatures, and a list of grill and barbecue related recipes that involve all of those food items. 

Discounts

Everyone loves discounts. Discounts can encourage additional purchases because if a customer saves money on one item, they can now allocate more money toward another item, which, combined, tends to result in more money than they would have spent originally on one item alone.

New Arrivals

Customers will rely on digital signage for grocery stores and supermarkets if it tells them what the newest arrivals are because this lets customers know what items are fresh and what they should consider looking at.

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Using Data to Personalize Shopping Experiences

Supermarkets can use data collected from digital signage to personalize marketing and promotions. 

By integrating digital signage with things like loyalty programs, supermarkets can incorporate features where someone with a rewards membership can log into their account while using the store-wide Wi-Fi which is then connected to location data as they move through the store, populating discounts, promotions, and new arrivals on different screens based on where a customer is walking.

This provides tailored offers for customers in a way that encourages additional purchases.

Measuring the Success of Digital Signage Campaigns

As is the case with any marketing effort, it's important that you measure the success of different digital signage campaigns.

Use key performance indicators (KPIs) to track the effectiveness of digital signage in supermarkets. Some of these include:

• Average transaction value
• Inventory turnover, particularly for those items on display
• Conversation rates
• Customer retention and loyalty spending

If you measure things like the frequency of inventory turnover for items on display, you'll be able to iteratively improve your digital signage strategies based on what types of promotions were most effective, whether that was promotions that included recipes or promotions that simply listed new arrivals.

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Conclusion

In the end, digital signage for grocery stores and supermarkets offers a way to effectively increase sales. Supermarkets should consider adopting innovative digital signage in order to stay competitive and meet modern consumer expectations.

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