Sometimes, it takes a little convincing to invest in new technology that could skyrocket your sales numbers. Digital signage has a proven track record of guiding customers from initial consideration to loyal brand advocates - these three businesses are proof.
We are going to look at successful stores from three businesses in the automotive, hospitality, and retail industries that have seen their customer engagement and sales levels double after making digital signage part of their marketing strategy.
1. Burt Brothers: Automotive Industry
Who says that a car dealership cannot be transformed into a sales magnet? Before Burt Brothers Automotive deployed digital signage in its locations, customers kept asking about expired deals from outdated posters on windows and walls.
This was frustrating for customers and staff and led to missed sales opportunities. The company realized that they needed a more efficient and engaging way to communicate its promotions and service offerings.
In partnership with Samsung and other local digital signage providers, Burt Brothers revamped their communication strategy by installing dual-sided displays in strategic locations throughout their service centers.
These ultra-thin screens were designed specifically for window spaces, with a super-bright 3,000-nit screen facing outside to capture the attention of passersby, and a high-brightness 1,000-nit screen facing into the store to engage customers within.
Dual-Sided Displays for Enhanced Communication
These displays provided a two-faceted approach to customer engagement. On one side, they greeted customers entering the facility with eye-catching promotions, service specials, and even welcome messages.
On the other side, they targeted customers waiting in the lounge or checkout area with additional content, such as service reminders, educational videos, and positive customer testimonials.
Key Benefits
- Increased Customer Engagement: The dual-sided nature meant that Burt Brothers could attract new customers with service deals and offers while simultaneously providing existing customers with important information during their wait.
- Operational Efficiency: Since the digital displays could be updated in real-time across their locations in Maryland and Virginia, they eliminated the need to constantly print posters.
The Results: Double the Screens, Double the Business
The impact of the new digital signs at Burt Brothers was nothing short of amazing. The first location to deploy the new technology saw an incredible boost in business. This increase in sales was all the proof Burt Brothers needed to know they were on the right track. They quickly added the screens to a second location, and again, saw a big boost in both customer interest and sales.
(Source: Samsung Insights - Burt Brothers)
Grupo MYT: Hospitality Industry
For a restaurant chain where each location has a unique dining concept, Grupo MYT had the challenge of creating a consistent brand experience while still preserving the individuality of each restaurant.
Digital menu boards were the perfect solution since they could adapt to different needs with the help of a software solution.
Since Grupo MYT already had digital screens in place, they partnered with the Look Digital Signage service to implement a more efficient, scalable content management solution.
Adapting Digital Signage for a Unique Dining Experience
Grupo MYT needed a system that could support various types of content, including digital menus, promotional videos, and background music, to align with each restaurant’s theme. The Look Software was the game changer in this aspect. From a single dashboard, Look enabled Grupo MYT to create and curate unique playlists for each restaurant.
With flexible content management capabilities in its pocket, Grupo MYT had the ability to schedule and automate content. They could easily switch between breakfast, lunch, and dinner menus, promote limited-time offers, and even adjust the ambiance throughout the day without manual intervention.
Key Benefits
Instant Updates: Grupo MYT was able to keep customers in the know with the most up-to-date information.
A Cohesive Brand Experience: The Look solution gave the restaurant chain the necessary tools to tailor content to each location's requirements while maintaining a consistent brand image.
Scalability: The system scaled to all Grupo MYT's 50 locations.
The Results
From an operational standpoint, the capability to automate and refresh content in real-time improved coordination among locations. Grupo MYT experienced better menu management, increased promotional effectiveness, and a more engaging in-store experience that appealed to customers.
(Source: Look Digital Signage - Grupo MYT Case Study)
3. Avenue Stores: Retail Industry
The retail industry is the most competitive and it’s even worse when you can’t provide customers with the personalized service and product selection they expect. This was the challenge facing Avenue Stores, a mid-sized retailer specializing in plus-size women’s clothing
With limited floor space in each store, they could only carry a fraction of their full inventory, which resulted in frequent out-of-stock situations. That meant that if a customer couldn’t locate the desired style, color, or size, they left the store empty-handed.
To address this problem, Avenue stores used Samsung Galaxy Tablets to meet customer expectations with an alternative inventory.
Using Tablets to Build Loyalty and Save Sales
Avenue Stores provided their sales associates with Samsung Galaxy tablets to enhance customer interactions and deliver personalized recommendations. When customers expressed interest in a specific product that was unavailable, sales associates utilized the tablets to present additional options and offer real-time inventory updates. This enabled associates to “save the sale” by suggesting alternative items or assisting customers in ordering products for delivery.
The tablets also functioned as digital signage within the stores, showcasing promotions, seasonal sales, and loyalty program details, which encouraged customers to join the Avenue loyalty program and take part in-store events.
Key Benefits
- Personalized Service: Sales associates could instantly offer product suggestions, check inventory, and complete orders using the Samsung Galaxy tablets. This personalized touch significantly enhanced the customer shopping experience.
- Loyalty Program Growth: Avenue Stores used tablets to promote their loyalty program, which helped the company build stronger relationships with its customers.
- Sales Recovery: The ability to check inventory and order out-of-stock items for customers prevented lost sales.
The Result
The results were impressive. The tablets enabled associates to meet customer requests for items that were out of stock, resulting in nearly double the weekly closed orders per store. The average order value rose by an impressive 20%, leading to a payback period of less than three months on the investment in tablets.
(Source: Samsung Insights - Avenue Stores)
Conclusion
The reason you should deploy digital signage in your business is because it’s adaptable - you just need to have clearly defined objectives. Once you know what you want to accomplish, it can be fine-tuned to deliver your message with precision and impact.
Most customers visit a store because its digital signs bring their attention to a particular product. As you have seen from these examples, the impact is almost immediate and your initial investment pays in no time.
