Blog Insight

Master Your Brick and Click Strategy

Digital is virtually everywhere: In your back pocket, on your wrists, at your desk, and, increasingly, where you shop and play. With that ubiquitous accessibility of digital content comes an increase in consumers’ expectations. Consumers want information and they want it now—not just from their devices, but also from their interactive retail displays, digital retail signage, aisle beacons, and store apps. For retail marketers, the opportunity is huge: digital displays influence over $1.7 trillion in in-store retail sales.*

Are you getting your share? To get started on a smart in-store digital strategy, consider the following:

How does my in-store digital strategy fit into my larger marketing plan?

It should fit seamlessly. The much-talked-about holy grail of commerce has always been the well-executed omnichannel experience. So accounting for all channels—including in-store digital—in your marketing plan is critical for a unified brand experience. The goal is to establish one brand voice through all channels.

What kind of digital experience will resonate with—and engage—my customers?

Start by leaning into service design principles, delving into customer insights to map relevant digital touch points along the customer journey—relevant being the key word. If your customers don’t perceive value in the digital experiences you lay out, they won’t engage in them.

How do I manage my system?

To be sure, your hardware and system infrastructure can (and should) be set up to help you get your message to the market faster and drive sales. But it should also support your enterprise vision and be easily managed from one central location. You have the option to create a whole new scalable system, or you can leverage and tie into existing systems. Either way, networked systems can help you deploy content to screens in multiple stores, to a single store, or even to a single display. System monitors watch for problems like dark screens and the overall health of your digital displays and infrastructure. Indeed, in-store digital marketing today can react faster than ever to market influences and can help you stay one step ahead of the competition.

How do I measure results and optimize for a better customer experience?

One of the many great beauties of digital marketing is its unique ability to capture data. Lots of it. In-store digital systems can capture, compile, distill, and distribute user data—fast—to help you analyze customers’ behavior and see quite clearly what messages or experiences are the most (or the least) effective. With that empowering data, you can optimize the in-store digital experience to facilitate better engagement, meet the needs of your customers, and, ultimately, drive sales. Need more help with your in-store digital strategy? Give us a call at GLG, and we’ll dive into your customer’s journey and show you how to optimize that experience every step of the way.

*“Digital Device Use Influences $1.7 Trillion in In-Store Retail Sales,” June 11, 2015, eMarketer,