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Digital signage drives retail sales

19,January,2021

Digital signage drives retail sales



Digital signage is quickly becoming more common in retails ranging in size from one location mom and pop stores to massive chains. However, many potential users express doubts on how they can justify the upfront cost of digital signage. How can they measure an ROI with a display?

Measuring ROI in sales

There are a number of ways to measure the return-on-investment for displays if you have well defined objectives such as increasing sales or boosting coupon redemptions. Once you have these objectives in place, you can plan entire campaigns around them with your digital signage.

"A primary objective might be increasing overall sales, or sales of a specific product (like a high-margin item or inventory that needs to be moved). One way to measure return on investment could be to run rich media content for a defined period and measure sales over that specific time frame. Sales ROI also may be measured in coupon redemption," Mike Tippets, VP, enterprise marketing, Hughes, said in an interview.

For some companies, traditional mediums such as fliers might not be as effective as they used to be, so digital signage can help boost overall customer awareness on products, specials, coupons, loyalty programs and other information.

Food Lion, a grocery chain operating in 10 states in the Mid-Atlantic and Southeastern U.S., found that its weekly flier wasn't as effective due to the fact that not everyone carries it around, so it began to use digital signage, Sonja Vega Rodriguez, buyer and Hispanic Latino BRG Chair at Food Lion, said in an interview.

"We've rolled out digital signage solutions in close to 75 percent of our stores nationwide, primarily in our deli/bakery departments. The signs promote specific products (including push items and seasonally flavored items), specially priced items, how to earn discounts through our loyalty program and more," Rodriguez said. "Since introducing digital signage, we've seen a double-digit increase in sales which we attribute in large part to the signage innovation."


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