Although it may feel like the past two years have radically changed retail, many consumer expectations are still the same, just fast-tracked. To meet these expectations, physical stores need to get creative with crafting unique experiences, including using pop-up shops, providing exclusive products and experiences, and managing their supply chain and inventory effectively and sustainably. So what’s changed? Although none of these best practices are new, the pandemic amplified the need to master them quickly.

As consumers have become more comfortable shopping online, digital experiences have improved, and people have more reasons to stay inside, today’s physical stores need to work extra hard to convince them to venture out — in short, in-store experiences need to be exceptional. Fortunately, brands and retailers have more tools at their disposal. Using technology, data and strategy, retailers can create personalized moments that consumers are looking for and connect consumer behavior, online and off.

One powerful tactic in creating personalized experiences is to use digital screens and displays to communicate with shoppers. While digital signage isn't new, advancements in the space have created new benefits.

Digital window screens make an impactful first impression, enticing consumers to come inside. Retailers can use in-store screens, including touchscreens and eye-catching video walls, to promote brand loyalty programs, encourage point-of-sale purchases, and share real-time inventory updates. You can also promote social media, including user-generated content, to encourage social engagement.

To create “phygital experiences,” organizations can use interactive kiosks that provide self-guided shopping experiences and encourage shoppers to log into their digital accounts, blending online and offline behaviors. These tools can also reduce the burden on sales associates and provide valuable consumer insights.

Digital screens are persuasive and effective sales tools for reaching customers. They're also more flexible than traditional media. Retailers can easily update messaging at the local or corporate level. Stores can also use digital signage to communicate important information with employees, for example, by placing screens or TVs in staff break rooms.

Here are a few best practices and tips for effectively leveraging digital signage:

While e-commerce platforms have grown leaps and bounds in their ability to replicate in-person shopping, they're still unable to engage all senses the way physical stores can. To create standout experiences, consider what consumers see, smell, hear, and even taste.

Innovations in audio systems also unlock new opportunities to set the mood. Whether you're looking to evoke a safe, tranquil feeling or a fun, high-energy setting, curating the perfect playlist is critical. Retailers can interweave music with overhead messaging that drives point-of-purchase sales and strengthens customer relationships. A simple “thank you for coming,” an update about an exciting in-store event, or a shout-out to your staff can add to shopper enjoyment while also humanizing the brand.

As you design your audio strategy, be sure to:

For retailers that can deliver on customer expectations, the future is bright. Consumers will continue to expect pleasant, personalized experiences, seamlessly delivered across channels. And now it's easier and more affordable than ever to give this to them.

Jaime Bettencourt is senior vice president, North America, account management at Mood Media, a company that provides on-premise media solutions to help you connect with your customers, enhance your brand image and grow your business.

Related story: To Meet Customers' In-Store Expectations, Retailers Must Master ‘Phygital’ Experiences

Jaime Bettencourt is an accomplished senior-level sales and marketing leader with a proven ability to achieve double-digit revenue growth, recognized for designing world-class customer experiences for leading lifestyle and retail brands. She has a robust track record for leading teams and leveraging custom, complex in-store marketing, media and technology solutions for Fortune 500 clients in the retail space. Throughout Jaime’s 20 years at Mood Media, she’s been in various marketing, branding and sales leadership roles and has worked with global organizations to enhance in-store experiences through targeted brand initiatives and marketing strategies supported by customer insights and analytics. With expertise in managing portfolios of enterprise and mid-market clients, growth strategy, fostering c-level decision maker relationships, and designing profitability metrics and sales leadership, Jaime has developed into a true powerhouse. 

Jaime recently led a hugely attended panel at SXSW Interactive 2018 about the Future of Physical Retail in a Post-Digital World, which also featured major brands like Under Armour and Kendra Scott. She has also been a speaker and moderator for leading retail industry engagements, including at the 2017 Future Stores conference, the 2016-2018 Interactive Customer Experience Summits, Connecting Point events (StorePoint, FashionPoint & NextPoint), and the 2015 Wearable Technology UX Conference. She is regularly featured as a thought leader on retail customer experience in publications including Women’s Wear Daily, CMO.com, Chief Marketer, Quartz, STORES Magazine, Forbes and Adweek to name a few. 

She is also an incoming Fashion Retail Board Member within the Connecting Point Marketing Group, and has won awards for her work partnering with designers on global events.

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