18 May DIGITAL SIGNAGE FROM AROUND THE GLOBE
News from the African Continent…
A South African Pharmacy, Clicks, has installed a digital signage network in its 250 stores, with more to come in later 2017. In a partnership with Moving Tactics, a digital signage company based in Cape Town, the displays will engage customers through advertising and infotainment.
“We have found that infomercial-style content that features information on pharmaceutical products, health-related facts, as well as health and lifestyle products and services, retain customers’ attention and result in higher dwell times of 49 seconds, with an average attention time of 21 seconds, resulting in a conversion rate of 91 percent,” according to Ray Smeda, head of digital media at Moving Tactics.
The Pharmacy deploys the displays at key locations to inform customers of promotions and campaigns, while also providing information and entertainment. The digital signage screens installed at Clicks Pharmacies complement and work together with those already installed in the main stores to create a Clicks’ Shopper Journey for its customers. This journey is supported by a variety of display screens located at key positions to inform and engage with customers regarding Clicks’ promotions, supplier advertising and seasonal campaigns, starting at the shop front screens and ending at the till points, where an integrated queue management system has been incorporated.
Feedback from customers has been positive and the consolidation of Clicks’ in-store digital strategy has given smaller suppliers an opportunity to promote their products and services in this highly-regulated space. “Many of the smaller suppliers weren’t able to advertise their products before due to cost and content restrictions. These screens give them a chance to get their message across and build their brand awareness,” explains Smeda.
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