As the world bunkered down during the COVID-19 pandemic and began to purchase more frequently online, many thought that this may have been the end of the in-store experience.
However, the data suggests otherwise.
Various research shows that in-store shopping has recovered strongly as the world comes out from various lockdowns & restrictions.
Specifically, sales have rebounded by 8.2% last year to reach $21.094 trillion globally. It’s fair to say, that number is truly incredible.
While it is true that e-commerce is experiencing significant growth, it can still be considered relatively small in the context of retail sales as it only accounts for approximately 20% of global sales.
Businesses should focus on using advertising as an in-store experience, especially if it makes sense based on current buying trends and shopper data.
A key component of effective marketing is digital out-of-home (DOOH) advertising, which can take many forms. This type of advertising is particularly effective at capturing attention during the customer journey, especially at the point of sale.
DOOH is a growing marketing channel, with campaigns making up around 62% of all out-of-home advertising spending. These campaigns are most effective when used alongside more traditional forms of advertising, such as CTV and TV.
Measuring the Power of DOOH Advertising
DOOH advertising transfers retail media into the physical world, engaging with customers at all stages of their customer journey. Not surprisingly, it’s a platform that resonates with customers.
Research shows us that at least one-third of shoppers recall seeing at least one digital advertising display screen to which they were exposed. 63% of those surveyed recalled noticing these digital screens in-store which is a further indication of its strength as an advertising platform.
In addition to brand awareness, DOOH offers the opportunity to amplify the overall shopping experience making it more enjoyable. 59% of customers surveyed suggested that digital out-of-home advertising improved their shopping experience.
Furthermore, it’s a proven performer with regard to driving sales. It’s particularly effective in nudging shoppers towards those all-important impulse purchases, with 56% of those surveyed purchasing an item that features in the digital display screen.
It’s worth noting that a majority of these purchases were unplanned and occurred after a customer interaction with the advertisement.
DOOH’s Role in the Overall Media Mix
There are a variety of opportunities for retail store owners to include DOOH advertising in their overall media mix. This includes out-of-home display screens located on or behind the counter, pumps at the petrol station, the storefront window, and more.
DOOH is most effective in reaching target audiences when they are on the go and in an active mindset. It’s an effective platform to create that much-needed cut-through.
It’s also important to understand how it interacts and integrates with other marketing channels & platforms while contributing to holistic attribution whether the objective is brand awareness, foot traffic, or sales & revenue.
This creates a true omnichannel experience that is a blend of in-home and out-of-home channels & platforms.
Engaging With Customers Through DOOH Advertising
DOOH advertising offers a full-stack funnel approach to reaching target audiences for retail businesses with physical stores. This approach can measure the effectiveness of advertising at every stage of the customer journey.
This ensures that a specific message or messages can reach the consumer at various points during their buying journey inclusive of that all-important moment of purchase. Capturing target audiences at the point of sale is an exceptionally powerful tool for brands.
Our digital signage platform Doohly can deliver a seamless shopping experience from initial contact to sale.