Blending social and in-store for smarter SMB retail

A quick scroll through Instagram is often all it takes for consumers to spot their next must-have purchase. Meanwhile, TikTok is filled with clips of users explaining how a product won them over — sparking trends others can’t wait to join.

Shoppers draw inspiration from what friends, family, followers and creators share on social platforms. In some cases, the result will be an online order, but just as often, consumers want to see, touch and try a product in-store before making a decision.

The rise of social media in shaping consumer perceptions cannot be ignored. For the most successful small and medium-sized businesses (SMBs), it becomes a key consideration in the digital retail experience they develop. By seamlessly connecting in-store experiences with social media interactions, SMBs can strengthen their brand and leave a lasting impression on customers. Making strategic use of digital signage is a powerful way to bridge these worlds and turn physical spaces into extensions of a brand’s online presence.

Seamless experiences across digital and physical

On social media, visuals are everything. Consumers get to see products close up, photographed at the most attractive angles and brought to life in curated videos. Compare that to a physical retail store, where the same product is sometimes buried in packaging, sealed behind a glass counter or placed out of reach on a high shelf. Consistency across social media, online stores and physical locations is key to building a consistence brand experience. When the look, feel and experience align across every touchpoint, customers enjoy a smoother journey — and are more likely to engage, purchase and return.

Fortunately, retailers of any size can use technology to create a more aesthetically pleasing customer experience that matches their online presence. Designing visually appealing in-store moments using bold displays, digital signage, interactive elements and Instagram-worthy backdrops, SMB owners can encourage consumers to snap photos and share their experience on social media. These organic shares not only increase your brand’s reach but also spark excitement and curiosity among followers, turning your store into a social destination.

Just look at Good American, which uses two Samsung Direct View LED Displays in its front windows and a large-format display inside to provide an immersive look at the latest fashions. There’s even a 98-inch vertical display featuring co-founder Khloé Kardashian. Thanks to the innovative use of this technology, the Good American store has become a destination in its own right. Shoppers often stop in just to take a photo with the Khloé display, and then tag Khloé Kardashian and Good American on social media.

Using digital signage as a tool to combine social and physical

A successful retail digital experience does more than market products. It also nurtures the relationship between a brand and its customers.

Social media enables customers to interact with retailers anytime — by asking questions, commenting on posts or sharing their experiences. Retailers can build on these interactions when consumers show up in person, using digital displays to showcase live social feeds, customer posts and user-generated content that makes shoppers feel seen and part of the brand story.

SMBs can also use digital in-store technology to promote exclusive in-store events, discounts, offers and contests. Incorporating hashtags from your social media campaigns can reinforce consistent branding and cohesion across customer touchpoints. Even if they appear to be just wandering the aisles, shoppers are often still active on social media. Invite customers to share their feedback, even through quick video reviews, as this can add credibility that resonates with other shoppers.

Using high-quality displays is essential for accurately and professionally reflecting your brand image, ensuring that products and content are presented clearly. For example, displays like the Samsung Pro TV let user-generated content shine, thanks to its 4K resolution and Crystal UHD picture quality. The QM Series offers an ultra-slim option for retailers who need to place displays strategically and includes Smart View for wireless screen sharing. You can also seamlessly and remotely manage and update content across these screens thanks to Samsung VXT.

Get interactive!

The combination of digital and physical becomes even more engaging when you can provide shoppers with a hands-on experience. Take Samsung Interactive Displays, for instance, which allow simple touchscreen interactions. Using these displays, consumers can enter contests, sign up for special promotions or search for items they first saw on social.

Given that most consumers will be browsing and buying with a smartphone in hand, retailers can also use interactive displays to allow customers to scan QR codes, directing them to shareable content or detailed product information.

SMBs can continue the social media conversation throughout the entire customer journey, even as customers complete their purchase. Using Samsung Kiosks, transactions can be personalized by providing updates on loyalty programs and inviting customers to follow along on their preferred social channels. This integration not only enhances the shopping experience but also keeps the connection alive, encouraging customers to stay engaged with your business long after they’ve left the store.

Streamlining with the right CMS

SMB owners are among the busiest players in the retail sector, which often makes it challenging to keep up with social media trends and link them effectively to in-store experiences. This is where a powerful content management system (CMS) like the enhanced Samsung VXT makes all the difference.

Instead of posting static content that quickly becomes irrelevant or outdated, VXT allows retailers to schedule content based on customer interactions or promotions. They can also tailor what’s on screen to specific customer segments or locations that are part of a social campaign.

VXT simplifies the process of making big announcements with features like Takeover Sync Play, which maximizes advertising impact by synchronizing all screens, even when playing different content. Generative AI tools help SMBs create engaging messaging to show on screen, and various widgets help ensure your signage remains useful and relevant. By centralizing and automating content through VXT, SMBs save their staff time and effort, while also gaining data they can use to analyze and improve their campaigns.

Social media traffic and in-store foot traffic are two sides of the same coin: They both reflect how effectively your digital retail experience is resonating with customers you’re serving. Using digital displays can help drive increased engagement, strengthen your brand identity, and even boost sales and customer loyalty.

Learn more about how Samsung digital display solutions are helping retailers thrive. And discover why Samsung VXT is called an “all-in-one” content management system.