The use of in-store digital media is growing phenomenally worldwide and retailers in South Africa are taking notice. Over the past couple of years, more and more international fashion retail brands have entered the South African market and have impacted on the way in which high fashion brands are marketing and promoting their brands to customers in-store.
The importance of creating customer experiences in the retail environment is well-documented and is proving to influence consumer decision-making at the point of purchase, as well as helping to enforce branding and enriching the overall shopping experience. Chris Day, Managing Director of Moving Tactics, the leading South African digital signage solutions company, explains, “Today, more and more retailers are beginning to recognise and reap the benefits of using digital displays and bespoke in-store music as part of their branding and customer shopping experience. It allows shoppers to visually interact with the brand’s products or promotions whilst still in the store environment, where actual purchasing decisions can be made”.
Research conducted by FGI (2012) on existing digital signage solutions installed by Moving Tactics, confirmed that 41% of shoppers were influenced to make a purchase in-store, based purely upon the advertising on in-store digital screens.
Customers are also favourable to this type of communication, as 92% of shoppers interviewed thought that it was a great idea to use screens in-store for customer communication.