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New Video Technology to Maximize Customer Attraction, Loyalty

BY CSA STAFF

The winners in today’s retail food retail sector will be those who can continually stay ahead of competitors by retaining current customers and attracting new ones.

However, many of the tools of yesterday are likely stale and ineffective today. Trending indicates that older, traditional practices of discount/promotional pricing, printed signs/stickers, and aisle video display monitors to attract customers and increase sales are becoming outmoded and have lost their effectiveness in many food retail environments.

As our society becomes more digitally oriented, new innovations in digital signage technology have emerged as the clear winners in merchandising effectiveness. These solutions engage customers using stunning, state-of-the-art, in-store communications to positively impact impulse buying behaviors and cultivate store brand loyalty.

The latest advanced video solutions are not only highly effective, but they allow retailers to stand out from the competition. New video technology can effectively assist retailers to:

• Increase sales
• Engage with their customers
• Improve communications

Technology for next-generation POP sales
New technology innovations have enabled development of the next-generation customer engagement tool: transparent LCD displays embedded in refrigerated glass doors. This new technology plays relevant, full-motion video messages directly at the point-of-purchase (POP) in full HD while giving customers the ability to still see the products within the cooler or freezer cases.

Going far beyond traditional merchandising display media, embedded transparent video displays in cooler and freezer doors provide proximity-based messaging for improved shopper engagement and conversion. The doors’ high-definition visual promotions can effectively capture shoppers’ attention and use targeted messages to connect with customer lifestyle and demographics.

Transparent LCD technology generates high-impact engagement by placing actionable messages in the shoppers’ line of sight and within arm’s reach of the product, precisely where purchase decisions are made. This is particularly effective in increasing foot traffic and sales of targeted, higher margin merchandise.

Flexible, captivating communications
The colorful transparent LCD utilizes integrated wireless technology to deliver targeted day-part messages, increasing the retailer’s promotional and limited time offer (LTO) effectiveness. For example, if a store is located next to a school or public venue, the retailer can insert content targeted to a specific demographic and deliver promotional messages tied to the venue, event or seasons.

With its flexible communication capabilities, this advanced digital signage tool can become an integral part of an omnichannel strategy. Because of its adaptability and connectivity, transparent LCD technology can effectively communicate entertaining, information about new products, store specials, LTO’s and store branded messages.

Maximum customer engagement
In addition to influencing purchase decisions, this technology can be pivotal in engaging with customers to help develop a store’s brand image, particularly with the digital generation.

As more millennials become heads of households and technology continues to infuse into additional facets of everyday life, the retailer that has advanced technology will emerge as the one more connected to today’s shopper. It is this connection with the consumer that provides a positive shopping experience and is a major factor in growing sales and retaining a loyal customer base.

Stunning, full-motion digital signage that lets shoppers see the product through the transparent video display is an extremely effective new tool to increase sales, improve communications and engage with consumers. As food retailer competition intensifies, the winners will be those able to attract and retain a loyal following using new innovative technology such as transparent LCD displays embedded in cooler/freezer doors to enhance customers’ shopping experience and drive higher margin sales.



Carre’ Bistline is the director, business development Digital Signage Solutions for Anthony, a Dover company. Contact her at [email protected].

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