介绍
Bookstores are places where people slow down. Are they really suitable for LED screens full of “sense of technology”?
You may think that LED屏幕 are too commercial and noisy, but if used properly, they will not only not disturb the quiet atmosphere.
But if used properly, it will not only not disturb the original quiet atmosphere of the bookstore, but will also present the “quiet and meaningful beauty”.
This article will help you to re-understand what the LED display screen in the bookstore should look like.
目录
1. Why should bookstores consider using LED screens?
1). Limitations of traditional signs and windows
To be honest, although the signs and windows of traditional bookstores are classic, they do have many problems.
First of all, traditional signs can generally only display static text or simple patterns, and the information they can express is very limited, which is difficult to meet the needs of bookstores nowadays to display more content.
Secondly, every time you change the window posters or layouts, you need to do it manually.
Which is not only troublesome but also costly, and you cannot respond quickly to market changes or temporary promotions.
In addition, static signs and windows are obviously insufficient in visual appeal, especially in the fiercely competitive environment of business districts or streets.
As they are easily ignored by consumers and difficult to attract customers’ attention effectively.
2). The “attention competition” of store traffic has been upgraded.
Offline business competition is becoming more and more fierce, and bookstores are also facing more and more serious “attention competition”.
You will find that the surrounding restaurants and retail stores are using various dynamic visual marketing methods, such as LED display screens, interactive projections, etc., to attract customers to stop.
If bookstores still only use traditional static signs and windows, it is easy to be at a disadvantage in the competition and it is difficult to attract customers to enter the store.
In addition, consumers’ decision-making time is getting shorter and shorter, usually only a few seconds of stay.
Bookstores must convey key information through visual stimulation in a very short time to effectively capture customers’ attention and increase the store entry rate.
3). Readers’ consumption habits tend to be “visualized” and “immediate”.
With the popularization of digital content such as short videos and social media, readers’ consumption habits are also changing, and they are more and more inclined to “visualized” and “immediate” content.
Consumers are increasingly accustomed to obtaining information through dynamic and fragmented content, and traditional static display methods can hardly meet their needs.
LED display screens can quickly deliver information such as new book recommendations, author interviews, promotional activities, etc., through scrolling subtitles, animations, short video clips, etc., accurately matching the reading habits of modern consumers.
In addition, LED display screens can also achieve real-time content updates, and even combine interactive technology to provide an instant interactive experience.
Enhance readers’ sense of participation and consumption desire, thereby effectively improving the marketing effect and customer satisfaction of bookstores.
2. Several key scenarios for bookstores to install LED display screens
1). Door window screen:
The door of the bookstore is the key place for “first impression”. If you install an LED screen.
You can use dynamic pictures, shining text or interesting short videos to catch the eyes of passers-by at once.
For example, putting up a wonderful clip of a new book, a countdown for a limited-time discount.
Or a preview of a writer’s book signing session is definitely more attractive than those unchanging posters, and can directly pull people in.
2). Cashier area screen:
The cashier counter is where customers wait for their bills, and it is also a good opportunity for marketing.
Installing an LED screen in the checkout area can display members’ exclusive benefits, new product recommendations, or upcoming event previews.
Customers can see this useful information while queuing, and they may buy more books or come back to participate in the event next time.
3). Floor atrium screen:
If the bookstore is multi-story, the atrium must be very conspicuous. Installing a large screen here can play the bookstore’s event previews, live broadcasts, or the content of the reader sharing session.
In this way, the bookstore will not only have a more cultural atmosphere, but also let customers know what fun things are in the store at any time, increasing their sense of participation and belonging.
3. What practical value can LED display screens bring to bookstores?
1). Enhance the overall “sense of culture” and technological atmosphere of the bookstore
The bookstore itself is a place full of books, but LED screens can take this atmosphere to the next level.
Imagine that when you enter the door, you can see a clip of a classic masterpiece or a writer’s interview video playing on the screen. It feels like being pulled into the ocean of culture all of a sudden.
Moreover, the dynamic effects and high-definition images of the screen make the bookstore look more technological, no longer just a traditional “pile of books”.
For customers, this atmosphere is like walking into a “small cultural world” that is both culturally rich and modern.
2). Improve the efficiency of marketing information dissemination
In the past, bookstores posted posters and distributed flyers, which were easily ignored by passers-by. But LED screens are different!
It can use dynamic images, scrolling subtitles, videos and other forms to “push” important information such as discounts, new products, and theme activities directly to customers.
Moreover, the content of the screen can be updated at any time, whether it is a temporary promotion or an emergency notice, customers can be informed at the same time.
In this way, the efficiency of information dissemination is directly maximized, and there is no need to worry about customers missing important information.
3). Promote customer stay rate and conversion rate
The LED screen is like an “eye-catching artifact”, especially for young people. Put a screen at the door, play short videos of popular books.
Or show interesting interactive activities, and it is easy to make passers-by stop and even walk into the bookstore.
Once customers stop, they are more likely to be attracted by the atmosphere and books of the bookstore, and may buy more books.
This transformation from “passing by” to “entering the store” and then to “purchasing” depends entirely on the “attractiveness” of the screen.
4). Can be linked with online content
Nowadays, everyone cannot do without mobile phones, and the bookstore’s official account and video account must have many fans. The LED screen can “go hand in hand” with this online content.
For example, the latest tweets of the official account or the popular videos of the video account can be displayed on the screen simultaneously, and even online activities can be previewed in advance.
In this way, the online and offline content echo each other, online fans can see the offline activities of the bookstore.
And offline customers can also pay more attention to the online platform of the bookstore, realizing “two-way rush” and firmly attracting customers in the “cultural circle” of the bookstore.
4. How can the content of the bookstore LED screen be chosen to enhance the cultural sense of the overall space?
Update a famous quote or a wonderful book excerpt every day, such as “Life is not just about the present, but also about poetry and the distance,” or “Reading is to meet a better self.”
These short words can trigger customers’ thinking and make the bookstore look more cultural.
Moreover, with beautiful fonts and simple backgrounds, the visual effect is also very comfortable.
New books are the “fresh blood” of bookstores. It is a good idea to use LED screens to display new book posters and dynamic covers.
For example, make the cover of the new book dynamic, gently flip or light and shadow flow, and add a short recommendation.
For example, “This novel makes you read it all in one breath!” or “The must-read book of the year, don’t miss it!”. This can not only attract customers’ attention, but also stimulate their desire to buy.
If the bookstore has a lecture or book signing, it is a good choice to preview it on the screen in advance.
For example, “This Saturday, the famous writer XXX will have a book signing, and there will be interactive sessions on site, come and participate!”
With photos of the writer or posters of the event, let customers know the time and content of the event in advance to increase their sense of participation.
The brand story, editor’s recommendation, and book selection guide of the bookstore are also very informative content.
For example, “Our bookstore has been focusing on good books for 30 years” or “Editor’s recommendation: These 5 books will help you understand life”.
Accompanied by some exquisite pictures and concise text, customers can understand the characteristics and advantages of the bookstore, which can also enhance the brand image of the bookstore.
Finally, the content on the screen must pay attention to the “atmosphere”. Don’t put those flashing and noisy advertisements, but choose some quiet and elegant visual dynamic images.
For example, light ink animation, slowly flowing book page effects, or interlaced light and shadow pictures create a quiet and comfortable atmosphere, allowing customers to calm down in the bookstore.
5. Precautions and potential misunderstandings for the use of LED display screens in bookstores
1). Don’t be too bright or strobe, otherwise it will interfere with the reading atmosphere
A bookstore is originally a quiet and comfortable place, suitable for sitting down and reading slowly.
If the LED screen is too bright or flashing, it will be too uncomfortable, and people will not be able to read well.
Therefore, the brightness of the screen should be adjusted to be softer, and the animation should not switch too quickly, so as not to dazzle people.
2). The content rhythm should be slow, highlighting the cultural atmosphere, and not too fancy
The atmosphere of a bookstore should be quiet and elegant, not a noisy place. Therefore, the content of the LED screen should not be fancy, and the rhythm should be slow so that customers can calm down and read.
For example, when displaying famous quotes or book excerpts, the text can be slowly scrolled over, and it should not be too complicated. This is in line with the quiet cultural atmosphere of the bookstore.
3). Integrate with paper decoration, don’t make the sense of technology too abrupt
The decoration of bookstores is generally warm and retro, with many wooden bookshelves and paper books.
If the style of the LED screen is completely different from these, it will appear very abrupt.
For example, the screen border can be designed to be simpler, and the color should be matched with the surrounding bookshelves and decorations as much as possible.
So that the sense of technology and tradition can be integrated together, so that people don’t feel out of place.
4). Don’t put too many “commercial advertisements”; otherwise, customers will not trust you
Bookstores are places for people to enjoy reading, not billboards. If the LED screen is full of various commercial advertisements.
Customers may feel that the bookstore is too “commercialized”, which will make them feel a little uncomfortable, and their trust in the bookstore will also decrease.
Therefore, fewer advertisements should be put, and more new book recommendations, cultural activities or the bookstore’s own special content should be displayed.
So that customers can feel the bookstore’s intentions instead of being “bombed” by advertisements.
6. 结论
Technology and book fragrance are not contradictory. The key lies in how to use them.
The LED display is not to break the tranquility of the bookstore, but to make the content warmer and more attractive.
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