The document discusses using digital signage to strengthen marketing communications strategies. It notes that consumer buying behavior is changing due to digitization, with over half of customers expected to be cross-channel shoppers in 2015. These omnichannel customers spend 15-30% more. The document recommends designing an omnichannel strategy and enhancing the in-store experience with digital signage to provide information to customers on their own schedule and help them find, compare, share, and get products how and when they want.

1. Signage as part of the
MarCom Strategy
Gabriëlle Offringa, Marketing Manager
AOPEN Europe

2. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
In-Store Communications
Digital Signage to strengthen the marketing
communications strategy

3. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Retail Trends
• Consumer buying behavior changes thanks to digitization
• In 2015 most customers will be cross channel buyers, a
rough 54,1%
• Omnichannel customers spend 15-30% more. E-
commerce has changed the shopping experience forever.
• In 2013 used 80% of all smartphone carriers their
smartphone while shopping in-store
*Onderzoek Capgemininin samenwerking met Consumer Goods Forum (CGF): Future Calue Chain 2022
*Cross Channel Retail: de consument van 2015

4. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Retail Evolution
• Design your path in the customer journey
• Create an omnichannel strategy
• Enhance the offering in-store e.g. service
or product

5. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Back to basics

6. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Enhance the customer
Experience
• Get info when I want to
• Compare when I want to
• Share when I want to
• Find when I want to
• Get it when I want to
Expectations are HIGH!

7. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
FCBotica Barcelona

8. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Online & Offline Benefits
• Expand your offering
• Sales assistant
• Compare easily/get info
• Get analytics/insight in consumer behaviour
• Connect your customers to your
product/brand with promo’s

9. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence

10. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence

11. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence

12. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence

13. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence

14. Bright Ideas© AOPEN Inc. 2014 Commercial in Confidence
Contact
Gabriëlle Offringa
gabrielle_offringa@aopen.com
www.aopen.com