Be Bold With Customer Communication

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In-store and outdoor signage is a must for customer engagement and education


JOHANNESBURG, South Africa, 27 August 2018 – Imparting a message that’s clear and enticing for potential customers has been key in marketing for decades. Signage is one aspect of branding and communication that has changed over time – from hand-drawn store-front displays, billboards and street pole posters. As technology has advanced, specifically in the digital arena, numerous opportunities have become available for businesses to get their message across to potential customers in more dynamic and creative ways.


In today’s fast-paced world, standing in a queue just doesn’t cut it anymore. But, there are numerous places where queues simply can’t be done away with, especially in retail spaces. That’s where digital in-store displays become so important. Not only does good content help appease waiting customers, it is also a highly targeted and interesting way to inform, educate and entertain.


With innovative technology, display screens can be as large or small as required and can be positioned in just about any space – even outdoors. Sensors can adjust to lighting conditions, ensuring that the picture remains vivid and clear.


Justin Hume, Chief Marketing Officer at Samsung South Africa says, “Samsung’s transformation of Pretoria’s Time Square Casino into a digital paradise with its technologically advanced video walls, displays that are larger than life and iconic LED screens is a key example that the scalability of Samsung’s signage solutions is limitless. It’s with this technology that Samsung is striving to create a future that is not only streamlined for business, but also for the consumer.”


Digital in-store content is quick and easy to edit, enabling marketers to update and change data and imagery making it instantly relevant. Looking at a grocery store, the information and content can include ingredients, nutritional details and allergens, or in a pharmacy, the information can be geared towards healthy living or  side-effects when choosing medication. The same innovation can be implemented in other sectors, showcasing targeted and tailored facts that will benefit consumers across the board.


“Many retail outlets now offer engaging content at their check-out queues, not only informing customers as they line up at the check-out, but also offering advice that is relevant to the store they’re in. By engaging customers when they would normally be bored in a queue, marketers have a captured audience that can both entrench messaging and enhance customer engagement,” concludes Hume.


Customers expect to be informed and using digital displays is a highly effective way to remain relevant and engaging – giving customers the right information at the right time.

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