This article is brought to you by Abierto.

Your digital signage is up and running. But how do you take it to the next level?

One way is to think about how digital signage can help convince people that they need to return to your store. Digital signage isn’t just about communicating with the customer one time; it can sell the revisit and bring the customer back into the store. 

Think about all the advantages of digital signage. It can immediately capture customers’ attention—whether that’s with mouthwatering images of extra-cheesy pizza slices or with information on in-store promotions and limited-time offers. Digital signage creates a positive first impression and makes your store more visually appealing. It can provide real-time updates and targeted marketing and can keep your customers entertained while in a store.

To really sell the revisit, it’s important that you understand your audience and give your audience compelling digital content. Anticipate your customers’ needs. If you’re going to get people to return, you have to know who they are and what they’re looking for. 

That’s where research comes in, and it needs to be supported by something such as Abierto’s OPEN.Playlist, which supports all grouping, dayparting, localization and scheduling. OPEN.Playlist gives store owners invaluable insights, such as what is working in terms of digital signage that gets customers to return. 

Throughout this whole process, it’s important that you stay true to your brand. Digital signage helps promote brand identity and can create positive associations for customers, so know what your brand is and what you want customers to internalize about it. Are you a one-stop shop that wants to tell customers they don’t need to go anywhere else? You can use digital signage to convey that message and get customers to come back—maybe later in the day because you’ve been advertising your dinner options. 

Repetition will be key. Research indicates that it takes at least three exposures to a message for customers to internalize it, so you need to make sure your digital signage is repeated in the store. Make sure your customers are getting the message—your message.

To get people to pay attention to what you’re saying, make digital signage an engaging experience. Craft something people can’t ignore—whether that’s interactive touchscreens, trivia or other captivating elements. The key is to provide genuine value and a carefully crafted (and oft-repeated) message that tells customers what you can provide and why they need to come back.

As part of maximizing your content, Abierto’s OPEN.Platform and Open.CMS content management systems help retailers stay consistent in their messaging.

By providing value and relevance to your customers through your digital signage content, you’re creating a stronger relationship with your customers. And digital signage can help you upsell and cross-sell. It’s not just about what you say—it’s about how you say it. And it’s about the experience you provide. So make it a good one.

This article is brought to you by Abierto.