Kega

The customer journey comes first

Based on the above, how tempting would it be to take marketing and technology as your starting point? Many retailers have the feeling: “I have to be innovative, I need an app…beacons…etc.” Winning brands don’t chase technologies, they focus on the customer instead. People come first. The essential questions therefore are: “Who are my customers?”; “What do they need/want?”; “How do I serve them?” and “How can we (customer & brand) start/continue a happy relationship?”. Know your audience(s), then take them on a journey in pursuit of customer intimacy.

Using digital signage to do so makes sense, for people use multiple screens in their everyday lives already. The question is how to best use those screens to take the audience into deeper engagement with the brand? Let’s zoom in a little closer on the role digital signage can play within the customer journey that’s taking place in the physical retail store.

When we look at which stages of the customer journey take place on the shop floor, we can define them as: searching, choosing and buying. What role does the store design play and what are the different tools in each stage? As far as digital signage is concerned, we can say that its main duty during the browsing stage is to inspire. The content needs to attract the attention of a shopper. Video and animation have a clear ‘sending function’ and the noticeability value lies primarily in the use of an eye-catching image, animation and the position and format of the display. During the browsing stage, we can try to entice the shopper by involving him or her with the brand story (engage). Interactive displays can offer gaming environments or give the shopper the possibility to start exploring some content.

And then it’s time to connect: after nourishing the shopper with enough inspiration, we’re hoping the time is ripe to begin the choosing process. In this stage, POS (so also digital signage) is aimed at guiding the consumer. Interactive touchscreens become ‘self-service’ staff, guiding people through content and encouraging more engagement through richer content. Eventually we arrive at the buying stage, where guiding ends in deciding.

A digital customer experience to the max
One outstanding example of digital signage throughout the complete customer journey can be seen at the Chicago Brand House branch (on Chicago’s famed Magnificent Mile!) of sports brand Under Armour. You can’t get around it, digital signage makes its first awe-inspiring impact when entering the store: an overhead ring display measuring 9 metres in diameter welcomes customers to this sportswear Mecca. And immediately your attention is drawn to the huge dome with a display surface area of a whopping 215 m²! The brand story told here is literally ‘larger than life’.

When continuing your shopping route, you’re guided through the brand story through digital imaging as you go along, for instance by a five-sided suspended LED cube directly above the escalators. How clever is to let the shopper get a feel of your message by making smart use of the cube’s fifth display on the bottom? A very cool way of taking a traditional POS device to the next level.

Are you ready for the ‘Engage phase’? The Optojump Interactive Experience allows shoppers to measure the strength and height of their jump, and of course have their best jump recorded. There’s really only ever going to be one outcome after you’ve been drenched in the brand like this, and that’s that you’re now ready to connect with that brand. In come the Under Armour Record Kiosks; Mac minis officially start the relationship with the brand. Digital Signage… is getting bigger and most definitely better.