Over the years, shopping centres have transformed from mere transaction places to dynamic environments that offer engaging experiences.
Offering a convenient, one-stop destination, shopping centres now cater to various needs and preferences. From retail therapy to dining and entertainment, visitors have everything they need under one roof!
To stay competitive, shopping centres across the UK must meet modern consumers’ changing expectations and keep up with digital innovation.
Retail signage can be used for digital out-of-home advertising. It’s a powerful tool to attract and retain customers, enhancing the shopping experience through dynamic and engaging content.
By incorporating digital screens, shopping centres can provide personalised advertising, real-time information, and interactive navigation, ultimately increasing customer satisfaction and revenue.
From Digital A-Boards and Large Format Screens to high bright displays and Interactive Kiosks, there’s a wide range of digital signage options available for shopping centres.
A sign for success within shopping centres
Digital signage in shopping centres offers several benefits, making it a no-brainer.
They have a lot to offer, from utilising the screens for advertising to helping visitors find specific shops and promoting events!
Placed in shop windows, on the wall next to the escalators, or even installed in a lift, there are so many high-footfall opportunities for brands to connect with consumers as they shop.
It’s all about delivering relevant content to a targeted audience at scale.
Use advertising to captivate and convert
Digital signage offers a versatile and visually appealing advertising platform. Unlike static billboards or posters, digital screens can display high-resolution videos, animations, and dynamic advertisements that capture passersby’s attention.
Retailers can use DOOH advertising to update real-time promotions, ensuring that the latest deals, discounts, and product launches are always showcased. This immediacy can drive impulse purchases and significantly boost sales.
The revenue potential from utilising these screens can be substantial, ranging from tens of thousands to several million pounds annually. This depends on various factors such as the size of the shopping centre, foot traffic, the number of screens, the placement, and the advertising rates charged.
Large and popular shopping centres with high footfall can command higher rates, significantly increasing their revenue through digital out-of-home advertising.
Delight with dynamic content
One of the standout features of digital signage is its ability to display dynamic content. This means that information displayed on the screens can be updated regularly to reflect current trends, seasons, and events.
For example, a shopping centre can tailor its digital content to feature seasonal themes and promotions during festive seasons. This adaptability ensures the content displayed is fresh and engaging, encouraging customers to visit more frequently.
Tailor temptations with personalisation
Personalisation is a key trend in modern retail, and digital signage is crucial in delivering tailored experiences. By integrating with customer data and analytics, digital signage can display content relevant to individual shoppers.
A DOOH advert can understand that someone passing by is of a certain age so that the content can be tailored to them. Examples include a new collection just launched or an upcoming sales event.
Personalised content not only enhances the shopping experience but also fosters customer loyalty.
Research indicates that 44% of consumers are inclined to shop elsewhere if a store needs to personalise its offerings according to their needs and desires.
It’s more relevant content, piquing interest by highlighting messaging the shopper likes to appreciate – increasing the purchase chances.
Collect a goldmine of valuable data.
Digital signage is not just a tool for displaying content but also a powerful data collection device.
Advanced digital signage systems can gather data on customer interactions, such as the time spent viewing a screen and the content that gains the most attention.
This data provides valuable insights into customer preferences and behaviours, enabling retailers and shopping centre managers to refine their marketing strategies and improve overall customer satisfaction.
Navigate with ease using wayfinding signage.
Large shopping centres can be overwhelming to navigate, especially for first-time visitors. Digital signage can be an effective wayfinding tool, guiding customers to their desired destinations.
Interactive maps and directories on digital screens can help shoppers easily find specific stores, restrooms, or dining areas.
What Content Can You Include?
Digital screens offer myriad opportunities for dynamic messaging, ranging from interactive content to real-time updates on promotions and events.
By incorporating high-quality images, social media feeds, and website content, these screens can create an engaging and immersive shopping experience that keeps customers informed and entertained.
Interactive maps
Digital signage excels in providing clear and intuitive navigation solutions. Interactive maps can highlight store locations, exits, amenities, and other key points of interest within the shopping centre.
These maps can be customised to offer step-by-step directions, ensuring customers can find their way without any hassle. This functionality is especially beneficial during peak shopping periods or large events when foot traffic is high.
Real-time information
Incorporating real-time information into digital signage is a game-changer for shopping centres. This can include displaying live updates on store promotions, event schedules, weather forecasts, and news headlines.
If a particular store has a specific promotion or giveaway, the digital screens can immediately alert shoppers, driving footfall to the store.
It’s about keeping customers informed and engaged, enhancing their overall experience.
Captivating images
Visual content is critical in immediately capturing shoppers’ attention, and stunning images can showcase products, store interiors, and promotional events in the best light.
Retailers can use digital signage to display vibrant images of the latest clothing collections, creating a visual allure that draws customers into the store.
Sharing social channels
Integrating social media feeds into digital signage can create a dynamic and interactive shopping experience.
Shopping centres can foster a sense of community and engagement by displaying live social media posts from customers and influencers.
People passing by might see real-time Instagram photos or Twitter updates featuring products available in the shopping centre, which might encourage them to explore and participate in social media campaigns.
Display website content
Ensuring relevant website content is visible on digital signage can bridge the gap between online and offline shopping experiences.
Shopping centres can display website content, such as product pages, store directories and customer reviews.
This seamless integration ensures that shoppers can access comprehensive information, whether online at home or through the shopping centre.
Mastering the world of digital signage in shopping centres
If you’re considering digital signage, developing a strategic approach that leverages its full potential is important.
From advertising and dynamic content to personalisation and valuable data collection, the benefits of digital signage are vast and varied.
By incorporating diverse content such as navigation aids, real-time information, high-quality images, social media feeds, and website content, shopping centres can create an engaging, immersive environment that delights customers and drives sales.
As technology evolves, digital signage will undoubtedly remain at the forefront of transforming the shopping experience.
For more inspiration, check out our blog on creating stand-out retail signage.
Discover how to find the right solution, select the right location and create compelling messaging. Read more on our site or contact a team member today to discuss installing digital signage in your shopping centre.
