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Retail has evolved from a product-centric business to a customer-centric business over the years. Consumer experience has become more important as retailers started to build their digital signage strategy, where their service and products are centred around consumers’ needs. WBR insight reveals that 80% of retailers surveyed believe that interactive digital signage is vital to customer experiences. Interactive Digital signage nowadays varied from interactive self-service kiosks, touch screen portals, interactive wayfinding tools, digital information boards to a video screen.
A self-service kiosk is one of the most common interactive digital signage that offer an efficient means of conveying the message and introducing a brand or product in the retail realm. Customers are increasingly demanding a self-service option in brick-and-mortar environments. More than 85% of consumers have used a self-service technology when they shop in physical stores and that number will only keeps increasing.
Self-service digital signage enriches the customer experiences by reducing the waiting time, giving additional insights, optimising employee time and effort, and blending in the e-commerce aspect with an enhance in-store experience.
Reduce Waiting Time
Shoppers, especially Millennials prefer to visit a store with a limited-service concept more often because nowadays people are more reluctant to deal directly with cashiers. Instead, they prefer to make a purchase through a self-service kiosk as it helps in reducing the customer waiting line. Reducing the waiting line improves the customer experiences which also indirectly help in increasing the sales.
The most prominent form of retail kiosk solutions is self-checkout. Consumers are now able to browse the aisles of products at their leisure and utilise the self-checkout signage without having to wait in long lines. Plus, when it is not in use by customers, it can display any advertising message.
Additional insight into the brands and products
As brick and mortar retailers have limited space to display all of their inventory, self-service digital signage will enhance the retailer’s in-store offerings to display their products as many as they want. Shoppers can browse endlessly the inventory while shopping in-store but they can still opt-out to use the self-service kiosk whenever they want to look for additional colour or sizes of the product.
By enabling customers to browse and purchase additional options for the product, retailers are able to maintain lower inventory quantities and more in-store product variety. Plus, it provides unique opportunities to identify customers and deliver personalised experiences as the inventory can be customised according to the user’s behaviours and preferences.
Hence, integrating the self-service solution into digital signage in the retail industry enables retailers to advertise their products in a more effective way.
Optimise employee time and effort
Self-service kiosk enables retailers to be relevant to the latest trends in retailer-customer interaction. Customers no longer prefer having a salesperson follows them around in the physical stores. Self-service interactive signage gives customers the freedom to browse through the brand’s product or service themselves without any interferences from the staff.
However, the staffs can still help with improving the customer experience whenever the customers are asking for any help. As the customers are now free to make a purchase by themselves, staffs have extra times to perform other valuable work which indirectly increase their work efficiency.
E-commerce blended with an in-store experience
Retailers are increasingly putting extra effort into finding effective ways to engage with consumers during their visit to the physical store. Improving the in-store experience to rival what the online services offer can be done with help from digital signage. Self-service kiosk particularly is one of the efforts to make the blend possible.
Self-service kiosk turns customers into users where they can express their personal preferences and selections and make a personalised content in a similar way to the online shopping experience.
According to a survey done by SOTI, 62% of shoppers prefer self-service than human interactions. Offering interactive digital experience in a physical space can be a lynchpin of success for retail business if it is executed effectively which by means it has a variety of interactive tools, connected to real-time data, integrated with multiple devices and has deep analytics tools of user interaction. Hence, retailers must be ready to embrace interactive self-service digital signage in the business.