Have you ever noticed how our decisions are influenced by visual appeal? Our senses have a tremendous influence on the desires we possess, and this is something that can be explored at points of sale!
The concept of sensory marketing (which addresses the power of the 5 senses within sales strategies) is becoming increasingly popular and efficient, and best of all: there is no need to make large investments to win more customers.
There are new media channels that can help with this mission of reconciling sensory marketing with increased sales, and one of the most efficient is the digital window display.
But what is a digital window display?
This form of marketing is also known as corporate TV. In practice, these are TVs strategically positioned inside commercial establishments that broadcast pre-programmed images and messages according to the objective. It is a way to promote your company’s services by using sight as a major hook to win over the consumer.
Follow our content and discover why the digital window display is one of the most effective tools for Points of Sale (POS) to expand their customer scope. Check it out!
Sensory marketing, the weapon of the digital window display
Returning to the concept of Sensory Marketing, “our body speaks and expresses our desires” — this is the fuel that drives sensory marketing.
According to Schmitt and Simonson, two of the leading marketing researchers in the digital era, sensory appeal aims to seduce the consumer through messages capable of reaching the right hemisphere of the brain (which controls emotions) rather than the left hemisphere, which is responsible for reason.
The ways in which companies use this technique vary greatly according to their niche, but, generally speaking, it is possible to use all the senses with the aim of selling more. This form of advertising can be summarized as the function of persuading to buy through sensations.
And the digital window display presents itself as a powerful tool to captivate through sight. Visual stimuli are old acquaintances of marketing and advertising, which use and abuse this resource to persuade the public and create a sense of desire for a product.
How to use a digital window display?
You have likely seen a digital window display at some point, but it is very unlikely that you have seen it used in the most effective way. Check out some ways to use the TV resource in your business below:
Visual Merchandising
A store’s appearance is everything. Consumers are attracted by observing the products in the window. Despite this, in a “regular” window display, there is no interactivity, and products often fail to attract attention on their own. The use of TV helps build a stronger, more impactful, and direct message, which is essential for setting up a good display.
With a digital window display, you can show more products than just those available in the physical window and take advantage of passersby’s attention to promote discounts, encourage them to enter the store, and even engage on social media!
Digital Menus
Another way to use the digital window display is in bars and restaurants that intend to make their customers’ experience even more interesting and enjoyable. Traditional menus can be replaced or supplemented by digital versions.
By making the menu available on TV, the establishment strengthens desire through imagery appeal. It is possible, for example, to add steam to the image to make it look like the product just came out of the oven. This appeal of a fresh product is a method widely used in fast-food franchises. The grand strategy to seduce those who are craving something is to spark even more desire!
Decision at the POS
It is at the point of sale that things really happen. This data is the result of research conducted by Nielsen, one of the largest research agencies in the world. The survey revealed that 70% of purchase decisions occur at the POS, which is why it is important to stimulate the consumer as much as possible once they are already inside the Point of Sale.
Their purchase engagement is high and the power of persuasion expands, but you need to learn how to capture this feeling and convert it into a sale, and that is what sensory marketing and the digital window display can do for your company: provoke even more purchase desire.
One of the biggest benefits of TV is precisely this: generating the desire to buy, especially through sight. Want to know the reasons to have a corporate TV in your business? Follow more content produced by our team!
