Today’s customer expects to engage with retailers in an engaging and digitally interactive way in-store and retailers are focusing on this customer journey to develop the relationship and increase sales. Moving Tactics, South Africa’s leading digital signage solutions company, has recently partnered with Clicks, the largest health and beauty-focused retail chain in South Africa with more than 600 stores and over 500 in-store pharmacies nationwide, to implement a bespoke high impact multi-channel digital signage network, with its strategic focus being on building an innovative media platform that will inform and benefit the shopping experience for its customers whilst enhancing the look and feel of its stores.
Clicks’ Shopper Journey is supported by a variety of display screens located at key positions to inform and engage with customers regarding Clicks’ promotions, supplier advertising and seasonal campaigns, starting at the window of each store and ending at the till points, where an integrated queue management system has been incorporated.
According to Kevin Bierman, head of digital signage solutions at Moving Tactics, “It is extremely important to define the customer journey so that the in-store marketing and promotions space can be optimised in the most effective way to leverage the retailer’s messages at the right time, to the right audience in the right space. We carefully planned where the digital screens would be most visible and then aligned the content accordingly. For example, in the beauty section, make-up and beauty price promotions, gift offers and what’s new campaigns are flighted and the customer has the opportunity to engage with this content as she spends time in that department”.
The statistics provided by Moving Tactics’ Retail Analytics division reveal that customers are engaging with the in-store screens and, in this way, impacting on purchases being made. Chris Day, managing director of Moving Tactics, says, “As Clicks’ innovation partner, measurement is essential and our Retail Analytics tools have shown that out of 2.2 million viewers, there is an average dwell time at the screens of 14 seconds and an average attention time of 7 seconds. This is an amazing result that proves that not only are the screens positioned correctly but that the content flighted is of interest and adds value, which speaks to the value of interacting digitally with your customers in-store”.
Bierman adds: “To further enhance the in-store consumer journey, retailers should start looking at ways of layering retail technology innovations so that they can interact directly with their customers via their smartphones and personalise their shopping journey to their exact needs. It is very exciting to see how focusing on the customer’s in-store journey through the implementation of digital screens and effective content can lead to a difference in the retailer’s bottom line.”