Revolutionizing Retail Branding With The Power of DOOH

Not one but all of us are in the middle of retail highs and lows. Well, this is because the field of retail is continuously evolving. In this scenario, retail brands need to implement innovative strategies in order to stand out in the sea of competition. Dynamic Digital Out-of-Home (DOOH) content is one such tool that can be utilized to accomplish the same.

Unlike static billboards or traditional advertisements, dynamic DOOH allows brands to leverage real time data and cutting edge technology in order to deliver their customers with personalized messages and timely information.

Even though DOOH is a very hot topic at present, many retail brands are still not aware of its capabilities. This particular article will educate readers about how retailers can optimize this retail branding solution in order to stay ahead in the market by maintaining a competitive edge.

Dynamic DOOH Content

Dynamic DOOH, in simple terms, can be explained as digital ads that are displayed on huge digital/electronic billboards in public spaces. These advertisements can be changed according to the requirements of the brand/situation and the changing preferences of the customers. DOOH content is regularly gaining popularity and recognition as it allows retail brands to seamlessly connect with their target audience and provide them with timely information that is relevant as well as impactful.

Key strategies to optimize retail branding with dynamic DOOH content!

1. Make use of real time data and insights for better customization and personalization

There is no doubt in the fact that real time data is the heart of dynamic DOOH content. Details and data like seasonal trends, weather updates, traffic patterns, social media trends, and other data can be utilized by retail brands to tailor their messages/advertisements and provide customers with insightful information.

For example, a clothing brand can display an advertisement related to its summer collection on a sunny day and consider displaying raincoats or umbrellas on a rainy day.

Nike, an American brand that deals in athletic footwear and apparel, promoted its running shoes by utilizing dynamic DOOH screens. The brand used fitness app data to display personalized ads that congratulated runners who were passing by the screen on their recent achievements. This not only helped shape customer's perceptions but also made them emotionally and personally connected to the brand.

2. Brands should target audiences based on specific locations

Location plays an essential role in determining the overall success of a retail brand.

Let's understand this with the example of Hitachi, a very well known electronics brand that is known for providing excellent quality products. The brand manufactures many electronic items, including refrigerators, geysers, and air conditioners. In places like Delhi, where summers are extreme, displaying advertisements related to refrigerators and air conditioners will work the best. On the other hand, displaying content related to geysers in cities like Mumbai, at the same time, will prove to be more beneficial.

When using dynamic DOOH content as a retail branding solution, retail brands should ensure that they create campaigns based on different locations in order to promote specific targeting. This can be accomplished by analyzing various data and insights, including foot traffic demographics, customer preferences, and behavior, etc. Brands can use these metrics to provide hyper localized ad messages.

McDonald's hired a reputed retail advertising agency to increase the foot traffic at its outlets through the DOOH content strategy. The food brand utilized digital signage to guide potential customers to the nearest outlet by displaying real time directions along with accurate distance and the estimated time required to reach there.

3. Ensure successful campaigns by creating immersive and interactive experiences for the viewers

As stated at the start of this article, the retail field is continuously evolving. Well, it is very clear that this evolution is only because of the changes happening in the demands and preferences of customers.

Modern customers continuously keep looking for new things as well as experiences. In this scenario, it becomes essential for retailers to keep investing in new ways that will help them keep their customers entertained and attracted.

Optimizing and displaying interactive DOOH content helps seamlessly transform a passive viewing experience into an interactive and engaging one. Brands can consider optimizing their content by incorporating immersive things in their DOOH content, including gamification, AR (augmented reality), etc. Doing this will help seek customers' attention while encouraging them to personally engage with the brand.

Sephora, a French multinational retailer of personal care and beauty products, decided to integrate interactive DOOH screens in various malls. These digital screens enabled customers to virtually try on makeup products, further eliminating the hassle of physically trying them on and then removing them. In addition, the retail experience of customers was even more enhanced as the screens provided personalized recommendations based on different factors, including skin tone, texture, type, and compatibility. All this resulted in increased foot traffic, sales, and overall profitability.

4. Specific content for specific events, this will work for sure!

In order to make the most out of their DOOH campaigns, brands can consider hiring a well known retail advertising agency with experience and expertise in dynamic digital ads. The agency will specifically develop campaigns that are directly related to the ongoing events or holidays, further making the ad more enjoyable as well as relevant. For instance, brands can display digital content that informs the customers about and promotes their ongoing festive sales or highlighted products. Doing this will add a lot to the overall branding efforts that are being made by the retailers.