Retailers everywhere are on a quest to discover the components of the perfect in-store experience and are using a number of cutting-edge tactics to achieve this end. Now, brands are realizing that digital signage plays a significant role in this journey, especially when connected to existing analytics systems that gauge shopper behavior.

For organizations that are already ahead of the pack with regard to in-store analysis, as well as those that have only just begun their mission to improve the customer experience, here are some ways that signage can help them master the brick-and-mortar strategy of the future. 

1. Wireless network analytics: Many retailers have long had passive signage systems in place, and enjoyed some impressive results over the years. But the new generation of signage is focused on action, helping brands gather information about shopper patterns and uncover useful data points. As Digital Signage Today pointed out, these platforms can reveal some incredible insights.    

"With Wi-Fi analytics, we can accurately measure ad impressions, such as how many people see an ad at any given time, and what were the subsequent behavioral patterns within the entire store," said Adrian James, U.K. managing director at Walkbase, according to the news source.

2. Agile signage software tools: Analytics systems can shed light on innumerable data points that would go unnoticed to the human eye, but outdated signage software will not be able to quickly adjust campaigns accordingly. Digital Signage Today explained that fast, precise updates are necessary to make the most of the insights provided by in-store analysis.  

Ultimately, brands that can master the tricky transition from insight to action will be best suited for success in the retail arena, and leveraging dynamic digital signage software is the first step on this journey. Soon enough, every brick-and-mortar location will feature a completely unique signage plan that reflects a wealth of data and research.  

"Signage should reflect a wealth of data and research."

"[We] can give retailers more granular data than ever before, helping them to understand how the in-store experience impacts conversion and to tailor advertising accordingly – creating the ultimate personal experience for the customer," continued James, as quoted by Digital Signage Today. 

3. Flexible content management: With such a high bar set for in-store analytics, personalization and scheduling, brands must also place a greater emphasis on content management if they want to create a well-rounded signage strategy. Basic video, images and text will no longer do the trick when customers expect content that reflects their own preferences and priorities. 

Brands will ideally rely on content management systems that handle all types of streaming media and static formats, from live news feeds to social media material and everything in between. With a system that supports such a wide range of content, strategists will never have to worry about compatibility issues or encountering a dreaded blank display. 

Brick-and-mortar stores aren't going anywhere – they're just evolving. With digital signage supported by strong content management and analytics, brands can get the upper hand in this competitive landscape.