Read any blog post about retail digital signage, and it will likely revolve around customer-facing engagement. But it won’t touch on the importance of internal retail communication.
These blogs will boast about interactive integrations or dynamic campaigns, where the customers are always the end users. While these blogs are informative, they miss the point. We asked our CEO to sit down and share some insight on what digital communications can do for retailers.
The biggest mistake digital signage users make in retail is only using their deployment on the consumers. Retailers should take advantage of the medium’s ability to connect managers and employees through internal communication. Digital signage goes beyond advertising and focuses on the foundation of the business. It communicates the information that drives critical business decisions.
Retailers are competing against the at-home shopping wave. Consumers can curl up on the couch with their coffee and blankets and surf shopping sites. Brick and mortar shops need to offer an experience that outshines the Amazons and Ebays. When a consumer enters a store, their mindset is already more inclined to buy, so they can walk out with a product. So, it’s essential that employees interact positively with these consumers upon entrance.
Employees with low enthusiasm for their jobs are not going to engage with the consumer. Because of this, the brand appears abrasive and depressing. The customer walks away with an uncomfortable experience. Companies remedy this issue by reassessing their internal communications and focused on engaging employees. What better way to accomplish this than through their digital signage?
Digital signage software capabilities stretch much farther than just displaying marketing messages. Industry Weapon's StoreConnectHD aims to drive the crowded and overwhelming walls of the back-room bulletin board into extinction. The technology allows retailers at the corporate, regional, and store level to communicate with associates through touch screens and tablets. Using one interface, retailers access loss-prevention statistics, sales-performance metrics, employee schedules, distribute video and display shrink data with category-specific missing-product details.
"Blending multimedia technologies with analytics that track, measure, and automate business information creates an unparalleled connection between corporate offices and store associates," David Wible, CEO, Industry Weapon
Retailers can also use Industry Weapon's platform to streamline two-way communication between regional managers and associates. This is included alongside POS systems to automate promotional items and HR messaging, like employee manuals and training videos.
"What retailers end up seeing is less time being spent organizing, finding, and distributing information and more time focusing on the consumer experience," says Industry Weapon’s Director of Sales, Ryan Barlow.
A motivated employee who feels connected to the brand is more inclined to engage with customers. They'll offer an experience consumers can’t receive from their computer at home. Build a strong foundation for the business by starting from the inside, and the success will trickle down to the consumer.
Sure, consumers are likely to partake in interactive social media integrations. But their next focus is the brand’s personal representative- the customer facing employees. These sale gatekeepers should be the main audience to the brand’s internal signage.