How Your Retail IT Clients Can Drive Sales, Improve Shopping Experience With Digital Signage

By Shaun Kirby, Chief Technology Officer, Rapid Prototyping, Cisco

Digital consumers have come of age and expect a rich palette of digital experiences during their shopping journeys, whether online or in the store. In addition, new retail competitors are disrupting the industry and threatening established incumbents. To meet these challenges, retailers must revolutionize business models in order to innovate faster and provide a better shopping experience for consumers. One way to improve the consumer’s in-store shopping experience and drive increased sales is through new uses of dynamic, digital signage within the store.

To better understand what consumers want from their in-store shopping experiences, Cisco recently surveyed more than 1,300 retail consumers to uncover their preferences toward digital signage and other technologies retailers can use to better engage shoppers. The survey revealed a strong interest in Internet of Everything (IoE)-enabled experiences — including dynamic digital signage — that provide value to the consumer in the form of relevant information, savings, or increased convenience. In other words, digital signage capabilities resonate best when they help speed the shopper journey in-store, convey relevant discounts and special offers, or help shoppers find the fastest checkout lines.

Here are the recommended ways retailers can use digital signage in-store in order to gain the most value from their technology investments, improve the customer experience and increase sales. These are the most popular techniques, which the majority of consumer respondents in our survey indicated interest in...

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