Digital Signage solutions are becoming a real trend in the Beauty & Fashion Retail sector — and it’s no surprise. Innovations are steadily becoming part of our lives and sometimes set the rules. More and more cosmetics and perfumery brands, designers and clothing stores are choosing dynamic digital displays. Their use becomes a significant advantage in the competitive battle for consumer attention (especially at the point of sale) and addresses tasks such as:
- attracting attention and endearing customers to your brand;
- influencing customers and prompting purchases;
- creating the desired image;
- helping customers choose;
- and most importantly — increasing revenue.
- Static citylights are no longer enough to grab attention.
- Dynamic advertising — that’s what the modern shopaholic needs.
The art of attracting shoppers
Did you know that over 80% of purchases are made spontaneously? So why not take advantage of this buying behavior by implementing Digital Signage solutions? Digital displays look prestigious, stylish and impressive. Their presence is particularly relevant in Beauty & Fashion Retail.
Dynamic contact with bright and attractive graphics creates in potential buyers a desire to:
- find the desired product;
- make an unplanned purchase;
- become the owner of an exclusive item;
- start a new life in luxury style;
- buy the desired product at an attractive price.
Digital Signage influences and intensifies emotions, triggering interest, delight, aspiration, desire, joy, and satisfaction with one’s choice.
Typically, companies use Digital Signage at a single site and measure the economic effect by analysing customer behaviour BEFORE and AFTER implementing new solutions. As Innovative DMC’s experience shows, over 80% of projects move on to roll out Digital Signage across the entire network.
Recently there has been a rapid increase in orders to implement digital displays in bespoke projects using interactive communications, touch monitors and other solutions. Implementing Digital Signage is relevant not only for large chains but also for small businesses that are in the planning/development stage.
Content is the lifeblood of Digital Signage — the quality of updates determines the system’s performance
It’s important not just to install a screen in your store. Much more important is what is displayed (broadcast) on it, and here the key issue is content development. The content must be high‑quality, bright, attractive, moderately concise, clear, branded, memorable and varied. A correctly developed content strategy will bring the maximum number of customers and buyers to you.
Speaking about Beauty & Fashion Retail, it’s worth noting the specifics of the target audience. And it’s not only women! Although women still visit boutiques and salons more often, men should not be ignored. It’s advisable to create content that appeals to both, taking into account the specifics of the advertised product.
What Digital Signage solutions can be implemented to promote Beauty or Fashion Retail brands?
This might be a video wall or video screen, a single monitor or multiple displays with synchronized content, an interactive panel or a tablet for convenient catalogue browsing. The most effective place to monetise Digital Signage is shopping and entertainment centres and malls. They are ideal for placing a video wall, unconventional LED panel installations or digital menu boards in food court zones. They offer everything you need, namely:
- high footfall;
- large areas;
- the likelihood of finding an ideal location for mounting displays.
Compared with Western Europe, Ukraine is still gaining momentum. However, many progressive chains are already fully applying European practices and turning to innovative Interactive & Digital Signage solutions. Well‑executed digital signage projects generate strong interest from shoppers.
Smart mirrors — incredible, yet real
One of the first interesting solutions was presented by the flagship store of well‑known American designer Rebecca Minkoff in New York in 2014. These were mirror interactive panels: a “shopping wall” at the entrance and mirror touch screens in fitting rooms. After registering in the system on the sales floor, a customer in the fitting room can view the online catalogue and even ask a shop assistant to bring a desired model or size without leaving the cabin.
A bright innovation that will very likely soon become a standard feature of every cosmetics and clothing store is the “smart mirror.” With their help you can easily and quickly select everything you need. The mirror scans external parameters and gives you a clear visual. Such technologies can reduce the time spent on endless try‑ons in clothing boutiques and on testing eyeshadows, lipsticks and other decorative cosmetics in cosmetic and perfumery stores.
A store, in turn, may no longer require a large area to display its entire product range and fitting room equipment.
Monitors — nobody will pass by unnoticed
Today such technologies can be found in many stores around the world: virtual fitting rooms, interactive stands and other digital innovations. One example is placing monitors with synchronised content on shelves and columns in a shopping centre, which:
- creates an incredible WOW effect;
- broadcasts captivating content;
- serves as an unconventional advertising display;
- gives shoppers more emotion and engagement.
Undoubtedly, the future belongs to Digital Signage systems! Innovative DMC participated in one such project in summer 2017. For the flagship perfumery and cosmetics store of the BOMOND chain in TSUM, a project was developed using software to automate the management of synchronized content across 16 monitors.
Cutting‑edge technologies are more accessible than they seem
Innovative Digital Signage solutions open huge opportunities for all business sectors and directions. A comprehensive approach and Innovative DMC’s project experience allow you to get a quality solution to all tasks in one place:
- software and hardware development;
- sale and installation of LED monitors and their maintenance;
- content development: from idea to production;
- project support and content provision.
Implementing Digital Signage is a significant investment in the development of your business and your successful future!
