Introduction
In a highly competitive business environment, how to attract customers in a centre commercial has become a key issue.
Nowadays, as an emerging marketing tool, Écrans d'affichage LED are gradually becoming an “eye-catching artifact” at the entrance of a shopping mall.
It can not only display rich content but also interact with customers and even influence their shopping decisions. So, how many customers can the LED display screen at the entrance of a shopping mall attract?
Table des matières
1. Functions and characteristics of LED display screens at the entrance of a shopping mall
1). High-definition visual effects and dynamic display capabilities
The LED display screen at the entrance of a shopping mall is like an “eye-catching artifact”, relying on high-definition images and vivid dynamic effects.
The screen has high resolution and bright colors, which can show the things in the picture clearly and vividly and can catch the eyes of passing customers at once.
Moreover, it can not only play static pictures, but also play videos and switch various pictures.
This dynamic display makes the screen look more dynamic, and customers are more interested in watching it. They will be attracted unconsciously and stay for a while.
2). Advantages of large size and high luminosité
This LED display screen is large and bright, and you can see it at a glance when standing at the entrance of the shopping mall. Its large size is like a striking “signboard”, which can attract more people’s attention to the content on it.
And the brightness is very high. No matter how glaring the sun is outside or how complicated the lights are in the mall, the pictures on the screen can be clearly displayed.
This large and bright feature makes the screen particularly conspicuous at the entrance of the mall, and the information transmission is more powerful.
3). Multimedia content integration
The LED display is like a “hodgepodge of information” which can display anything. What promotions are there in the mall, what new products have been introduced, and what stories the brand has can all be displayed on this screen.
It can also combine audio and video, and when playing videos, it is accompanied by music or commentary.
Customers look at the pictures and listen to the sound, just like being in the scene, which feels particularly interesting.
In this way, customers are more receptive to various information in the mall and are more interested.
2. Factors affecting the attractiveness of LED displays
1). Conception du contenu
In short, the screen should be beautiful, and the content should be interesting!
First of all, it should be a little creative, not always the same old things.
For example, display new products in a novel way or make some interesting animations to make customers’ eyes light up and their curiosity rise.
Secondly, the content must be right. If customers are not interested in something, it is useless, no matter how good it looks.
For example, if there are many young people in the mall, put more trendy new products or popular activities.
If there are many family customers, show more parent-child activities or affordable products.
Finally, don’t let the content “grow hair”, and update it frequently. If customers see the same thing every day, they will definitely feel bored. Freshness is very important!
2). Display position and angle
Where the screen is placed and in which direction it faces are also critical. Generally speaking, it is best to place the screen at the level of the customer’s eyes or slightly lower so that it is easiest to see.
If it is placed too high or too low, customers have to look up or down to see it. How troublesome! In addition, the angle is also very important, and it must be visible to people entering the mall from all directions.
For example, if the entrance of the mall is relatively wide, the screen can be placed slightly tilted so that customers coming from both sides can see it.
3). Color and visual effects
The color and animation must be right, otherwise the best content will be useless. The color combination must be harmonious, but it must be eye-catching enough to stand out from a pile of information.
For example, use bright colors to highlight the key points or use contrasting colors to attract attention. Animation effects are also indispensable. Smooth animations and interesting special effects can make the screen more dynamic.
For example, when a new product is launched, customers will definitely be attracted by a cool animation effect.
4). Integration with the surrounding environment
The screen is not alone, and it must match the overall environment of the mall. If the decoration style of the screen and the mall is completely different, it will look too abrupt.
Therefore, the color and shape of the screen should be coordinated with the surrounding environment. For example, the overall style of the mall is simple, and the screen should not be fancy.
In addition, it can also echo the door head, window and other elements of the mall entrance to make the entire entrance look more harmonious.
3. The difference in the attractiveness of LED display screens to different types of customers
1). Young customer groups
Young people like fresh and fun things! They are particularly interested in fashion, trends, and technology.
For example, displaying the latest trendy items, cool technology products, or popular check-in spots for Internet celebrities can catch their attention at once.
Moreover, if there is interactive content on the screen, such as a place to take photos and check in, or interesting interactive games.
They will definitely be willing to stop and play for a while, and share it on social platforms, which may bring more traffic to the mall!
2). Family customer group
Family customers shopping with children have different concerns. They are more concerned about promotional information, such as “full reduction” and “discounts”, because everyone wants to shop at a good price.
Parent-child activities, such as children’s painting competitions and parent-child sports games, will also attract them.
In addition, displaying children-related products, such as children’s toys and children’s clothing, can also arouse their interest.
The pictures and content should be warm and relaxing, such as pictures of a happy family or scenes of children playing happily, which will make them feel more intimate and resonate.
3). Middle-aged and elderly customer group
Middle-aged and elderly customers prefer simple and direct information. Clear and concise text introductions, such as the efficacy and discount strength of the product, are clear to them and easier to accept.
Familiar brand display is also important, after all, they trust old brands more. In addition, traditional festival content.
For example, the recommendation of Christmas advertising space, or the theme of health and wellness, such as the introduction of health products and the promotion of healthy lifestyles, can attract their attention.
In short, the content should be steady and practical so that they feel caring.
4. Empirical research methods for LED display screens to attract customers
Simply put, it is “stand there and look”. Find a suitable place at the entrance of the mall and observe the reaction of passing customers to the LED display screen.
See if they will be attracted by the screen, how long they stay, and how many people stop to watch.
For example, observe for a while in the morning, noon, and evening, and record the data of different time periods, so that you can roughly know how attractive the screen is.
This method is to “ask customers how they feel”. Design a questionnaire to ask customers what content on the screen they like, such as new fashion products, promotions, or parent-child activities.
You can also ask them what they think of the form of the screen, such as animation effects, color matching, etc.
The most important thing is to ask them whether the content on the screen will affect their shopping decisions, such as whether they will want to buy a brand after seeing a promotion.
Through questionnaires, you can directly understand the customer’s thoughts.
This method is more “hardcore” and requires collecting some data for analysis.
First, look at the customer flow of the mall and compare whether the customer flow changes when there is an LED display screen showing specific content and when it is not displayed.
For example, when showing new product recommendations, does the customer flow increase? Secondly, you can also analyze the customer’s behavior trajectory near the display screen.
For example, after seeing the screen, did the customer go directly into the mall or turned around and walked away.
If you enter the mall, did you go to the brand area mentioned on the screen? Through these data, you can more clearly know whether the LED display screen has played a role in attracting customers.
5. Case analysis of LED display screens attracting customers
1). Outdoor transparent screens at Central World Shopping Center in Thailand
Central World Shopping Center in Thailand is the largest comprehensive leisure shopping center in Southeast Asia.
Here, the outdoor transparent screens created are visually impactful, with a total area equivalent to 6 standard basketball courts.
The screen is not only clearly visible in strong sunlight during the day but also dazzling at night, becoming the most eye-catching scenery on Bangkok Avenue.
This unique display method not only enhances the attractiveness of the shopping mall, but also provides strong visual support for brand promotion.
2). Chengdu Taikoo Li Naked Eye 3D Large Screen
The naked eye 3D large screen in Taikoo Li, Chengdu, China, became a hot search during the National Day.
The screen size is 888 square meters. The spaceship in the video is lifelike as if it is about to “fly out” from the curved screen, attracting many pedestrians to stop and take pictures.
The screen is also designed with two versions, day and night, according to different light conditions, with different backgrounds and details.
6. Strategic suggestions for LED display screens to attract customers
1). Content optimization
If you want to make the LED display screen attractive, you must first know what customers want to see.
Conduct market research regularly and ask customers what they like and need, such as sending questionnaires, conducting small polls, or directly listening to customers’ opinions.
After understanding clearly, you can adjust the content of the display screen according to the customer’s preferences, and don’t guess blindly.
The content should be a bit fancy, combined with the activities and seasons of the mall, and have some series of themes.
When the mall celebrates its birthday, hold an “anniversary celebration” to review the mall’s “growth history” and promote brand discounts and membership benefits. In this way, customers can see something new every time they come.
The other thing is to cooperate well with brand owners. Leave some display space for brand owners to display new products, tell brand stories, or offer some limited-time discounts. In this way, brands and malls can leverage each other and attract customers together.
2). Technology upgrade
LED display technology is developing rapidly now, and malls have to keep up with the pace.
Par exemple, le résolution is getting higher and higher, the colors are getting more realistic, and the power consumption is getting lower and lower, which are all good things.
If the mall can use these new technologies in time, customers will definitely feel better, the picture will be clearer, and the details will be richer.
You can also use some smart display technology. For example, install cameras and sensors to see where customers stay for a long time, and then automatically switch to the content they may be interested in.
For example, customers can interact with the display screen by gestures or voice, and see whatever they want to see and ask whatever they want. This sense of freshness will definitely attract more people.
3). Marketing integration
Don’t let the LED display screen stand alone. Combining it with other marketing channels will have a better effect.
For example, post a preview on social media to talk about what’s fun on the display screen to attract customers to the store.
Or mention the content of the display screen in offline advertisements to let more people know.
You can also organize some online and offline interactive activities. For example, put a QR code on the display screen, and customers can participate in the lottery by scanning it to win coupons, small gifts, etc.
This kind of activity can not only increase the sense of participation of customers, but also attract more people to pay attention to the mall through online sharing, and maybe sell more things.
7. The long-term impact of LED display screens on attracting customers
1). Brand image building
In short, the LED display screen is like the “face” of the mall. By constantly displaying good-looking and high-quality content, customers can have a better impression of the mall.
For example, if a shopping mall wants to create a fashionable and technological image, it can display some cool videos and trendy new products on the screen.
Over time, customers will feel that this shopping mall is very “right”, and will naturally be more willing to come here to shop, and it can also attract more people with similar interests to them.
2). Cultivating customer loyalty
LED displays can also build a “feeling” between customers and shopping malls.
If there are always fun content on the screen, such as interesting interactive games and practical information, customers will feel that this shopping mall is very considerate and will gradually develop a good impression of it.
Moreover, by interacting with customers through the screen, such as holding a lucky draw or collecting customer opinions, customers will feel that their voices are valued, so they are more willing to keep coming to this shopping mall and become loyal customers.
In short, LED displays can not only attract customers temporarily, but also make customers like this shopping mall all the time through long-term high-quality content and interaction, and even recommend it to people around them.
8. Comparison of the application effects of LED display screens in shopping malls of different sizes
1). Large shopping malls
1.1). Audience and attraction
Large shopping malls have a large flow of people, and LED display screens can easily attract the attention of many customers with significant effects.
For example, large outdoor screens can cover the surrounding blocks and attract passers-by and drivers.
Haut-luminosité, high-definition display screens play dynamic advertisements or fashion shows, which have a strong visual impact and can quickly catch customers’ attention and stimulate their desire to shop.
This wide coverage and shocking visual effects make the mall’s publicity more effective.
1.2). Creative design and content production
Large shopping malls have sufficient resources and can boldly try a variety of LED display screen designs, such as transparent LED screens and curved screens, and can also customize unique shapes according to architectural styles.
Content production is also more “arrogant”, and can produce high-quality promotional videos, brand stories, and even create immersive visual experiences.
For example, the flexible screen in the atrium creates a dreamy atmosphere and fully displays the high-end image and rich content of the mall.
1.3). Interactive experience
The LED screens in large shopping malls are highly interactive and can be connected to advanced equipment to achieve multiple interactions.
For example, an interactive game area can be set up where customers can participate and win prizes by scanning the code.
Or a real-time lottery can be held, and the list of winners can be scrolled directly on the screen.
This kind of interaction is not only fun but also allows customers to stay in the mall for a while longer, increasing consumption opportunities.
1.4). Brand image building
LED display screens are the “big stage” for large shopping malls to display their brand image.
By playing carefully produced brand promotional videos, telling brand stories, and conveying values, customers can quickly understand the positioning and characteristics of the mall.
For example, displaying fashion blockbusters of high-end brands or public welfare activities of shopping malls can enhance brand awareness and reputation and enhance customers’ recognition of the mall brand.
2). Small and medium-sized shopping malls
2.1). Audience and attraction:
Small and medium-sized shopping malls have relatively small traffic, but they need to target customers accurately.
For example, for residents in the surrounding communities, displaying local specialty products or promotional information of specific brands, such targeted content can quickly capture the attention of target customers.
Although the audience range is small, through concise and clear advertisements, such as new product launch information and limited-time discounts, it can also effectively attract customers to shop in stores.
2.2). Creative design and content production
Small and medium-sized shopping malls have limited budgets, but they can also play a big role through optimized design.
Choose the right type of display screen (such as P3 or P4) to achieve the best effect in a limited space.
In terms of content, simplicity and clarity are the most important. Use short text and exquisite pictures to convey key information, such as “limited time discount, as low as 50% off”, to directly stimulate customers’ desire to buy.
2.3). Interactive experience
Although the interactive form is simple, it is very practical. For example, set up a lottery session, customers scan the code after shopping to participate, and the list of winners is displayed on the screen.
Or collect customer feedback and let them leave messages through the touch screen. This simple interaction can make customers feel the mall’s intentions and enhance their connection with the mall.
2.4). Brand image building
Small and medium-sized shopping malls can strengthen the local brand image through LED screens. Display local specialty products and community activities to let customers feel the mall’s attention to local culture.
At the same time, by showing the mall’s high-quality services and comfortable environment, improve customers’ favorability and enhance their sense of identity with the mall brand.
In short, the LED screens in large shopping malls attract attention with “big money”, while small and medium-sized shopping malls impress customers with “small but exquisite”, each with its own advantages.
9. Conclusion
Through the above analysis, we can see that the LED display screen at the entrance of the shopping mall is not only a powerful tool to attract customers but also an important means to shape the brand image and enhance customer loyalty.
Whether it is the shocking visual experience of large shopping malls or the precise positioning of small and medium-sized shopping malls, LED displays show strong appeal and flexibility.
Enfin, si vous souhaitez en savoir plus sur les écrans LED, merci de nous contacter.
