How can digital display highlight the retail experience?
Traditionally, the shopper’s journey looks like a funnel: Consumers narrow down their choices and often know what they want before they get to a physical store. But with smartphones, high-speed mobile data, and in-store digital display messaging, shoppers can be both more informed and more impulsive about their buying decisions. Global consulting firm McKinsey says in-store digital messaging has a major impact at the “moment of truth” for buyers. “Consumers want to look at a product in action and are highly influenced by the visual dimension,” says a McKinsey report from summer 2020. “Up to 40 percent of them change their minds because of something they see, learn, or do at this point — say, packaging, placement or interactions with salespeople.” With COVID-19 compelling many more consumers to order online and use home delivery, the digital signage industry’s longtime motto is more relevant than ever: the right message, in the right place, at the right time. Buyer’s perspective I...