This article is brought to you by SageNet. 

TULSA, Okla.—Retailer signage has come a long way since ancient Greeks and Romans developed stone, wood, terra cotta and leather signage to designate taverns, shops and bathhouses. Over the centuries, signs became more sophisticated as retailers adopted technology to enhance their signage, using gas, incandescent bulbs, electricity and today’s digital platforms.

“The retailers who were most successful across history were often the ones who had figured out how to make their signs stand out to customers through the newest technology available,” said IV Dickson, vice president of digital signage for SageNet LLC. “Today’s retailers are no exception, and the ones who are succeeding are the ones who are embracing technology to reach customers.”

With consumers today conditioned to expect customization from retailers, digital signage gives stores the flexibility to pivot quickly to meet an immediate need, such as hot coffee on a blustery afternoon, and future needs, such as a sale on take-home pizza during the evening commute. Digital signage also serves as a conduit between the online experience (for example, through loyalty apps, social media or store website) and the in-person store experience to create a unified experience across all of the retailer’s touchpoints.

“With digital, retailers can easily customize messaging by location and by daypart, making sure customers know about sales, specials and products available to meet them where they are at that moment,” Dickson said.

A wealth of research illustrates why a well-designed digital signage strategy can make a lasting impression on customers. For example, 90% of information transmitted to the brain is visual, and people retain 80% of what they see, 20% of what they read and 10% of what they hear. “These statistics highlight how important digital signage can be for a retailer,” he said. “Digital is isn’t always the reason people stop, but it’s regularly the reason someone increases their basket and comes back for more.”

Overall, convenience stores have more opportunities to use digital signage than most retailers. “With the forecourt, curbside, drive-thru, windows, coolers, shelf-edge and other in-store options to create those touchpoints, convenience retailers can use digital signage to rise above the competition and ensure customers return again and again to their locations,” Dickson said.

This is the first installment of a four-part series about how digital signage impacts the customer experience at convenience stores. Click here for more information on how SageNet’s SageVIEW can help you retain customers.