Retail is constantly evolving, and digital technologies have become key tools to respond to new trade marketing needs and improve customer experience. Today, the challenge is to make physical stores more attractive and interactive, transforming them into spaces where customers can discover and interact with brands in an innovative way.
In this context, solutions such as digital totems and queue management systems with promotional displays are gaining ground, offering a direct communication channel with the customer and optimizing retail strategies.
A study by MarketsandMarkets indicates that the global digital signage market will reach 35 billion dollars by 2026, highlighting the growing investment of retailers in technologies that combine communication, promotion and customer management.
The role of Trade Marketing at the point of sale
What is Trade Marketing and why is it important?
Trade marketing is the set of strategies that companies use to promote their products at the distribution and retail level. Unlike traditional marketing, which targets consumers directly, trade marketing involves distributors and points of sale to influence the customer’s choice right when they are in the store.
A survey conducted by Nielsen reveals that over 68% of purchasing decisions are made at the point of sale itself. This means that the presentation and promotion of products in the store have a fundamental weight in pushing people to buy. Retailers, therefore, must focus on clear and visible communication.
This is where digital totems and queue management systems come into play, which represent an effective means of managing and enriching the customer experience, transforming the store into an interactive space where the customer is involved, informed and encouraged to purchase.
👉 For a quick comparison between different queue management systems, see the dedicated website
Digital totems as a tool for trade marketing promotions
How do digital totems attract customer attention and enhance promotions?
Digital kiosks are interactive displays that can be placed in various areas of the store, such as the entrance, aisles, or near the deli counter.
An analysis by Digital Signage Today shows that digital displays attract 47% more views than traditional signage, due to their visual impact and ability to show dynamic content such as videos, animations, and real-time messages.
Digital kiosks or displays can be used for a variety of purposes, including:
- Seasonal promotions and special offers: Retailers can tailor promotional messages to seasonal changes or specific events, such as holidays and sales, increasing the relevance of the communication.
- New Product Intro: With compelling visual content, displays can highlight the features of a new product, attracting customers and sparking interest.
- Cross-selling and pairing suggestions: positioned, for example, behind the deli employee, the queue management displays, in addition to being used to call shifts, can offer pairing suggestions, such as cheeses and wines, or promote fresh ingredients for dishes to prepare at home.
This technology not only facilitates purchasing, but also improves the customer experience, offering additional information that contributes to faster and more satisfying purchasing decisions.
Furthermore, the possibility of promoting complementary or promotional products directly on totems and displays increases sales and increases the value of the average receipt, thanks to targeted cross-selling and up-selling strategies.
Queue-control totems combined with call displays therefore represent a fundamental tool for modern trade marketing, as they provide targeted and customizable communication in real time, directly at the point of sale.
Queue management systems with promotional displays
Why are queue management systems effective for promotions and customer management?
In addition to their primary function of organizing customer flow, queue management systems with promotional displays are proving to be an effective tool for promoting products and building customer loyalty.
According to a report by Grand View Research , the digital queue management market is experiencing strong growth, with an expected annual increase of 6.3% through 2028. This growth is being driven by the adoption of systems that not only reduce wait times, but also improve the overall shopping experience.
While the customer waits for their turn, queue management displays become a direct communication channel.
Let’s look at two examples.
Example 1
At the delicatessen counter, for example, queue management displays can:
- Present special offers on products from the counter, such as cold cuts and cheeses on promotion.
- Suggest complementary products that customers may not have considered, such as specialty oils and dressings or pairing wines.
- Make the wait informative and enjoyable, transforming dead times into moments of entertainment and persuasion.
These displays not only improve store organization, but also increase sales through cross-selling and up-selling strategies, which respond dynamically to customer needs.
The ability to update promotional content in real time allows retailers to quickly adapt to new market opportunities.
Example 2
In a chain of stores specializing in electronics and consumer appliances, a queue management system ensures that customers are respected for their turn to arrive and are certain of being served by the competent employee in the department.
👉 This aspect is fundamental, since disorganized waiting is often a reason for abandoning the store, while orderly and transparent management improves the customer experience and satisfaction.
Integrating totems and queue management systems into trade marketing strategies
How to integrate totems and queue management systems into trade marketing strategies to increase ROI?
The adoption of digital totems and queue management systems not only makes stores more efficient, but offers great added value to trade marketing strategies.
Data from the Instore Marketing Institute shows that the use of digital signage can increase sales by 10% to 15%, thanks to greater visibility and the ability to quickly update promotional messages.
The main advantages of integrating these technologies are:
- Personalized and dynamic content: queue management totems and displays can be programmed to show specific content depending on the time of day, day of the week or particular events, making communication always up-to-date and targeted.
- Analytics and Tracking: Modern kiosks and queue management systems can collect data on customer interaction, providing valuable insights to improve campaigns and measure return on investment (ROI). For example, you can monitor which promotions generate the most interest or which products are in high demand.
- Customer journey optimization: thanks to totems and queue management systems, the customer is guided through a smooth and intuitive experience, improving their satisfaction and increasing the probability of returning.
Integrating these solutions into trade marketing strategies allows you to transform the point of sale into an interactive and engaging environment, where every element is oriented to maximize the potential of promotions and improve brand perception.
Complete assistance and experience of the point of sale
Digital totems and queue management systems for a more convenient and engaging shopping experience
In an increasingly competitive retail environment, customer experience becomes a key differentiator. Customers are not just looking for products, they want a complete assistance service and an easy interaction with the store. Interactive kiosks and queue management systems can play a fundamental role in this sense, ensuring an orderly and pleasant management for the customer.
- Respecting shifts and reducing waiting times: queue management systems not only organize the flow of customers efficiently, but also convey a sense of respect and attention for each person’s time.
This reduces the discomfort of waiting and allows each customer to be served with precision, creating an environment of trust. - Ease of search and completeness of the assortment: digital kiosks can help customers orient themselves within the store, view the complete assortment and quickly find the products they need.
In large stores, such as supermarkets with a delicatessen counter or in electronics stores, this functionality is particularly useful and improves customer satisfaction. - Experiential and engaging: Digital kiosks offer retailers the opportunity to create an engaging experience through videos, animations and interactive content.
This is especially important for customers who are looking for a shopping experience that is also exciting and memorable. For example, at the deli counter, a kiosk can show a video on how to combine certain products or propose culinary ideas, enriching the shopping experience and making it more personalized. - Convenience and immediate access to information: Digital kiosks simplify the communication of promotional messages and allow you to quickly respond to frequently asked questions from customers, reducing the need for staff to respond to repetitive requests.
In addition, kiosks can offer information on loyalty programs, active promotions and suggested products, improving the convenience of the shopping experience.
Conclusion
For brands and retailers looking to optimize their trade marketing promotions, adopting digital totems and queue management systems offers real and tangible innovation.
These solutions not only facilitate customer management and make the shopping experience more efficient, but they also create new opportunities to increase engagement and the value of the average receipt.
With totems and queue management systems, the point of sale is transformed into an interactive space where every promotion is more visible and every wait becomes an opportunity for communication.
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Enhance your trade marketing with KioskKiosk provides high quality, reliable and tailor-made solutions that meet the needs of modern retail, integrating advanced technologies for communication and customer management. |
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Enhance your trade marketing with KioskKiosk provides high quality, reliable and tailor-made solutions that meet the needs of modern retail, integrating advanced technologies for communication and customer management.
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