‘Visual Strategy’:
Using Digital Signage in Beauty Supply Stores
The use of smart displays, or digital signage, is expanding across various retail sectors. It has become a ‘smart marketing tool’ that not only plays advertising videos but also supports store branding, guides customer flow, and provides real-time promotions. This is particularly effective in beauty supply stores, where trends and product pricing directly influence purchasing decisions. Digital signage can be adapted to any store size or operation, making it an ideal time to consider a ‘digital visual strategy’ tailored to each store’s needs.
Digital Signage
Digital signage refers to electronic screens such as LCD, LED, and OLED, installed inside and outside stores to display various content. It can play ads, promotions, brand videos, and entertainment in real time, offering a more flexible and efficient alternative to traditional paper posters or fixed signs. A key advantage is the ability to remotely manage and update content via a network. Also known as Digital Information Display (DID), it has become a crucial communication medium in retail.
Utilizing Digital Signage in Beauty Supply Stores
1. Managing Advertisements with a Click
Displaying new product releases, promotions, and seasonal events as digital content, rather than paper posters, allows for quick and flexible updates. Images can be easily created with tools like Canva, Google Slides, or PowerPoint, and displayed on a TV via USB or cloud. It’s simple to showcase ‘the advertisement video I created’ in the store. Instead of a one- or two-page poster, a slideshow can present multiple pieces of information sequentially, enhancing communication.
2. ‘Explanation-Free Explanations’: Transforming Customer Experience
For products that require explanation, such as wigs, hair dyes, or hair care items, displaying short demo videos or styling tips on screen significantly enhances customer understanding.
For example, setting a silent video with subtitles to loop above the wig section allows customers to learn how to wear the product and choose styles independently, reducing the need for staff assistance. This improves service efficiency and can positively impact conversion rates.
3. Strategic Content Placement Based on Store Layout
By customizing the screen placement and content, the entire store becomes a space that “speaks” to customers.
For example:
- Entrance: Welcome message, membership information, daily sale items
- Hair/Wig section: New products by brand, styling videos
- Front counter: Promotions for small items, impulse-buy content
Especially in small stores or those with limited display space, digital signage can serve as a guide, helping organize the store’s atmosphere and keeping it tidy.
4. SNS Content: The Best Marketing for Generation Z
Generation Z often searches for reviews before making a purchase. Displaying unboxing videos or user reviews from TikTok or Instagram inside the store increases the likelihood of a purchase. Featuring customer-tagged videos or brand-created short-form content on digital screens leaves a positive impression on this digital-savvy group. This approach is particularly effective for products like makeup or styling items, where the ‘usage scene’ is key.
Installation and Operation Tips
- TV monitors work too: Expensive equipment isn’t necessary. An internet-enabled TV monitor and a media player (e.g., Fire TV Stick, Raspberry Pi) are sufficient.
- Keep content short and clear: Use subtitles, looping videos, and music, with 30-second to 1-minute loops being most effective.
- Design to match store tone: Use colors and fonts that align with the store’s overall atmosphere for consistency.
