Why retailers must focus on customer journey to optimize digital experiences

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Sept. 1, 2022 | by Kevin Damask — Editor, Digital Signage Today

(Editor’s note: The original version of this article ran on Digital Signage Today, a Retail Customer Experience sister publication.)

Danny Turner

Just as retailers started to rebound from the COVID-19 pandemic, inflation reared its ugly head, driving prices up, making budget-conscious consumers spend less.

It’s another challenge in an ever-changing retail environment. Brands also face obstacles in the tech world, trying to decide what are the best platforms to invest in without breaking the bank.

As digital signage continues to advance in retail, brands are putting more focus on improving customer experience. Companies are discovering that kiosks and digital displays can drive sales by reaching a large number of customers in a fast, efficient manner. The technology also replaces the need for additional staff.

Danny Turner has tried to enhance customer experiences in media for almost 25 years. Turner, SVP of creative programming for Mood Media, has also spent time as a consultant for Sirius XM Radio and Turner Creative Media. He believes brands that focus on the entire customer journey have the right mindset to thrive.

Mood Media, an advertising services company based in Austin, Texas, provides digital signage, scent marketing, voice services, sound and AV, music licensing and more to brands. Turner recently shared his thoughts on how to provide exceptional customer experience in a email interview with Digital Signage Today.

Q: With retailers facing so many challenges today, how can they enhance their customer service and experience offerings to connect with customers?

A: Change your perspective. Traditionally retail experiences have been built from a very myopic or insular perspective that is outwardly focused. It’s no longer about you! It’s been historically more of a brand push than a brand incorporation. Retailers who understand that the focus on customer journey is much more than the industry buzz phrase of the moment understand it to be a shift in perspective from the outside-in.

Understand that every single touchpoint that leads up to a transaction is an opportunity to further bond that relationship. Take something as simple and basic as customer service and phone support. We have gotten to a point where we avoid calling in to customer service as much as possible. It can be brutal! But you’d be amazed at how many CEOs and CMOs have not actually called in to their service systems.

Q: How has the customer journey evolved to take advantage of display technology to drive those experiences?

A: We’re at such an exciting time with displays and the intersection of retail technology. Screens and visual displays in general are incorporating the very much still necessary basic transactional efforts of promoting BOGO and such, but doing it so much better. With integration into POS systems for instant messaging related to real-time inventory, to really exciting queue management (next in line) services. But with visual displays you can do all of this through a much more personalized and intimate presentation.

Quite literally understanding a customer journey through your space will guide you to the placement of more effective discovery or brand and lifestyle infotainment opportunities or those that may be more tied to relevancy at the time of transaction. There is a natural pace to that journey, and your visual efforts need to accommodate that process.

Q: From a business perspective, how can brands measure the success of their efforts against an experience that evokes emotion and passion?

A: That’s the eternal question, isn’t it? Environment or experience has traditionally been difficult to gauge. In a dining environment, the selection of table linens, flatware, the colors or even the music played overhead are all absolute factors in experience, however, challenging to monetize ROI. Visual solutions are fantastic because, yes, you can tie them quite easily to actionable or measurable items in terms of interaction, leading inquiries or lift, but there are valuable experiential metrics to be captured.

We look at brand engagement, brand affinity and, most importantly, the conversion to brand evangelist. The creation of social/shareable experiences built or fueled by interaction with your brand is of immediate impact.

Recently, we surveyed over 10,000 global consumers about brand affinity and the results were incredible! Overwhelmingly, 75% of shoppers surveyed say they will stay longer in your shop if they are enjoying the environment (music, visuals, etc.). In fact, for visuals alone, that number is 58%. And not only will they stay longer, but more than 90% will return. The impact of visuals on fashion shoppers is even more pronounced with 39% being attracted into a store after noticing engaging content on the screens inside.

Q: What considerations come into play when creating a comprehensive media strategy to elevate the customer experience?

A: Understand the intent of the action. You’ve touched on it right there… strategy. An elevated customer experience does not happen on shuffle. Random, disconnected branding efforts in a retail space often just add to the overall clutter and can drive a negative reaction. All components work together.

I’m reminded of a stop I once made to gas up, and at the pump were two screens with audio, each one trying to get me to buy a fuel additive or a carwash. Overhead I heard some inoffensive music being interrupted by random audio messages telling me to come inside and buy some sushi. That was the opposite of a comprehensive media strategy and likely the result of several disjointed and ill-informed decisions.

Every touchpoint in the experience should be scrutinized through the lens of value. With each touchpoint being purposeful and by design, you’re able to move forward in a more deliberate and subsequently a more measurable engagement.

Q: How are you able to tailor the design to fit the needs of the customer when developing that media strategy?

A: It begins with a very detailed discovery. As simple as it sounds, you must know your target. First, we must learn about your customer top to bottom — not only who they are, but more importantly the “why” of their customer journey. What are their stated needs? We overlay that with what we learn about your brand and your solution proposition. Then we combine that with design and intent.

What is the end goal of that interaction with your brand? When we better understand the intent and the direction of the interaction, we can help shape it into an intrinsic part of your brand experience.

Shoppers have told us they want to see information about in-store specials, product or service information and recommendations. Particularly in health, beauty and fashion, we see an increased interest in tips, product updates or connections to extended experiences and additional triggered content.

source https://duchonsigns.wordpress.com/2022/10/06/why-retailers-must-focus-on-customer-journey-to-optimize-digital-experiences/