Using Digital Signage Technologies in Retail Marketing Activities

Abstract

The purpose of this article is to review the key issues of using Digital Signage technologies in the marketing activities of retail trade enterprises. Digital marketing aims to attract and retain consumers through interactive, targeted and measurable communication in order to develop long-term relationships with the target customer. Digital technologies for visualizing information and advertising materials are an effective marketing tool for promoting products. A separate issue is a detailed analysis of the experience of using Digital Signage projects in various sectors of the Russian retail trade. For retail businesses, the digital shift is still a global problem that requires finding ways to adapt and developing a strategy to accelerate the pace of integration into the emerging digital sphere. Retail is the largest sector in the global digital signage industry. Digital is one of the tools that retail stores can use to encourage customers to make purchases in an offline store, rather than online. Digital Signage turns an offline store into a point of interaction, a form of entertainment with elements of online communication. The results of the research indicate the growing interest of Russian companies in Digital Signage solutions, which increase both the efficiency of communications, influencing the consumer at the retail outlet, and the satisfaction of consumers and staff (in case of proper content). Visual representation of the most relevant offers and information becomes very important for increasing the level of interaction with customers, attracting target groups and increasing sales in offline stores.