Of all sensory impressions, people perceive visual impressions most strongly. They react to them more or less intensely and remember them very well. In the spectrum of visual impressions, one thing attracts attention like nothing else: movement. People can hardly "defend" themselves against moving images. Attention is automatically attracted - the reason why all eyes in a room inevitably wander to the television or the aquarium. Or, in public spaces, to moving people, displays or monitors - or to the Digital customer stopper.
The customer stopper is not a new invention. It is a tried and tested means of drawing customers' attention to your own offer and increasing the number of additional purchases. The so-called "customer stopper" not only stops your own customers, who are made aware of special offers, new products or tempting consumer goods. The Outdoor customer stopper-area also attracts new customers. As an established means of outdoor advertising, the Poster stand resp. Poster display or Pavement display effectively attract attention, reduce the walking speed of passers-by and encourage spontaneous purchases.
Customer stoppers: digital or analogue?
Why digitise? Was the "good old" Pavement displaythe "Outdoor customer stopper", or Poster display not perfectly adequate in its analogue form? Quick to set up, low-maintenance - and above all inexpensive? Of course! Nevertheless, the digital customer stoppers advantages that quickly convince retailers and service providers with walk-in customers:
- More effective advertising: The attention of customers and passers-by is attracted more than by paper poster displays.
- More lasting: Visual impressions i.e. advertising messages from the digital customer stopper have a more intensive effect and are remembered for longer.
- More competitive: In an area where several shops are trying to attract customers, the shop with the digital customer stoppers "wins" more customers.
- More convenient: The many print jobs for the paper poster stand are no longer necessary. Depending on which device you use, you can easily start up the customer stopper and switch it off at the end of the day with digital customer stoppers that are operated via a USB stick or digital signage software using an app.
- More up-to-date: With digital signage software such as PRESTIGEenterprise, you can advertise the latest offers and news very quickly and appropriately at the POS or in the walking area of potential customers. If required, the content displayed on the digital customer stopper can be adapted or changed at lightning speed.
Digital customer stopper: More effective than paper posters
How do I activate my target group? How do I manage to remain competitive as a retail shop in a world in which more and more people are shopping online?
A study by Capgemini, for which 6,000 people in 9 countries were surveyed, found that 70 per cent of consumers are aware of their shopping habits. Comfort and entertainment wish. For consumers today, a purchase - the customer journey - must be a "Adventure trip" be. They expect neither bare information nor pure marketing, but emotionally designed and "tangible" information. Incentives to buy and decision-making aids should always be designed to be emotionally appealing and customised to the customer's needs. It is strategically wise to ensure that the various stages of a customer journey always offer different levels of convenience, entertainment and information transfer. What does a suitable strategy look like and where is the customer stopper used most effectively in this strategy?
Digital touchpoints on the customer journey
The customer journey is the ProcessThe customer journey is a process that customers go through until they reach the point at which the purchase decision is made, a specific product is actually purchased and the purchase decision is finally evaluated and perhaps communicated. Marketing experts generally divide the customer journey into six steps:
- Experience
- Weighing up
- Explore
- Decide
- Experience
- Share
Often the Points of contact with the product even before the first real contact with the provider. One point of contact can be the digital customer stoppers be in a walking zone. In step 1, the "experience", product information reaches the consumer more casually. In order to successfully complete steps 2 and 3, the use of digital media can be effective. The subdivision of the customer journey clearly shows that it makes sense to organise the individual steps in different ways. In some areas, pure emotionalisation (step 1!) goes furthest; in others, the appropriate preparation of information (steps 2 and 3) and in yet other areas, decision support is the right strategy. Step 4, the decision, again allows for more emotionalisation in order to prepare the ground for the confirmation of a correctly made purchase decision.
What does this mean for the use of digital customer stoppers?
According to a study by Nielsen, 85% of consumers pay attention to digital media placed directly at the point of sale. Another study by GfK states that 70% of all purchasing decisions are still made at the point of sale. These are good arguments in favour of the effectiveness of digital customer stoppers - both for outdoor use, the digital customer stopper outdooras well as for use directly on the sales floor. Surveys conducted by the "Fachverband Außenwerbung" (Outdoor Advertising Association) found that 56% of those surveyed rated digital advertising on screens as "informative" and 39% as "innovative". Back to the initial question "How do I activate my target group", the answer is clear: through Digital experiences and adventures.
Customer stopper with digital signage software
How do I professionally and conveniently operate my digital customer stopper? Are you looking for an all-round carefree package? Then you can opt for a Digital signage software decide which of the various Digital signage solutions also offers content and management for digital customer stoppers. Our solution, which PRESTIGEenterpriseis a web-based and platform-independent solution for planning and implementing your own marketing on various channels. The software can be seamlessly integrated into your existing IT structure and enables you to receive, create and manage content for customer stoppers and the like.
The hardware of the digital displays can look very different. A classic variant consists of a larger display in full HD resolution that works according to the plug-and-play principle. The content can either be imported via USB stick or supplied by a digital signage player. The display is usually not only high-resolution, but also has a high level of brightness so that it is easy to recognise even in direct sunlight. A video shown must of course be available in sufficient resolution and in a standard format. Photos and images can be shown in all common formats.
Standard display size:
- 32 inch
- 43 inch
Common resolution display:
- 1920 x 1080 pixels
Common image formats:
- JPEG, BMP, PNG, GIF, JPG
Common video formats:
- MPEG4, AVI, MP4, MKV, FLV, WMV, MOV
Do you have any questions about the device or the right application? About creating suitable photos, videos and texts for your digital customer stopper? Then please get in touch with us! We look forward to advising you personally!