Article | July 28, 2014

Digital Signage Can Target Consumer Types

By Trisha Leon, contributing writer

Digital Signage Can Target Consumer Types

Before dynamic advertising, retailers used a “one-size-fits-all” approach to buyers. But according to Industry Weapon, shoppers have distinct buying habits and will not all respond to any particular marketing strategy. They can be divided into four major categories:

  • Competitive
  • Spontaneous
  • Methodical
  • Humanistic

These different types of shoppers are attracted to vastly different types of advertising. While, for instance, the competitive shopper may be drawn to the latest product and be pulled in by marketing that emphasizes it as the “Newest,” this type of advertising will deter the methodical shopper who compares products, seeking. The spontaneous shopper will be inclined to purchase products that look interesting on impulse, while the humanistic shopper will read reviews and seek advice from friends before buying.

Retailers are beginning to see the benefits of making the face-to-face shopping experience mirror the online shopping experience. Online retailers implement various features on their websites, like the “Sort by” feature which allows consumers to see products in categories like “Price low to high,” “Newest,” “Bestseller,” “Average Rating,” and “Relevance.” Data integration can then track these clicked preferences and implement them into future marketing tactics. Thus, the spontaneous shopper will receive emails featuring “Products Others Bought,” while methodical shoppers will receive “Top Rated Products.”

Digital signage allows your retail clients to avoid static marketing which could deter certain shoppers, much like online shopping features. With digital signage, multiple dynamic campaigns can run simultaneously throughout the store, giving the same effect as a personalized website visit. Instead of avoiding setbacks and creating universally watered down marketing for store, shops can implement digital signage to target all shoppers with hard-hitting messages that speak to their desires.

When selling digital signage to retailers, VARs can suggest to clients ways to gain the most value from it. Digital signage should be highly visible, placed in high traffic areas; it should also employ advertising that targets the interests and habits of these four major types of shoppers.

Download the full infographic below to learn more.