Walk into any store and you will likely see an advertisement banner gracing the walls notifying customers that such and such is 50% off or that special item is on sale for a limited time. While banners can keep consumers aware of the latest in-store offers, they no longer have the effect they once did. Customers are bombarded with so many ads on a daily basis that your poster is just a part of the background. This is where technology can make a difference in the retail world and give businesses that extra push to get ahead of the competition.
Gone are the days when you can plaster posters over the wall or suspend a banner from the ceiling. You need to give your ads a 21st century touch to get customers to take notice. By incorporating digital signage with High Definition graphics, audio, news and social media feeds, you can completely reinvent your company as a brand that utilizes cutting-edge technology to give customers the best retail experience.
The First Step: Setting Up a Central Management System
Managing a digital signage system and its contents is a task that requires a staffer or even an entire department that can make the duty their central role. This is the person or team that will be responsible for handling the technical issues, creating and uploading new content, deleting old ones from the file, and adjusting picture/audio quality. Most signage systems can be managed through a laptop or mobile device once set up, so the interface can be managed by anyone with basic computer literacy after it’s installed.
For smaller facilities, there may only be a single signage display, and it’s usually placed in the front entrance or waiting area. For larger stores, though, you may place multiple displays at pertinent points. Consider the following areas where patrons tend to gather in large numbers:
Outside the front entrance
An aisle where a popular item is shelved
Know What Kind of Features You Will Need
Not all signage displays are created equal. The more basic units are designed simply for images and texts only. Whoever is designated to monitor and update the system will also need to consider the following features:
Regular updates in the form of software and plugins.
Has multiple ways of creating consumer engagement through a variety of media, such as images, text, audio and interactive features like QR codes and touchscreen capabilities.
Can easily be set up to enable automatic updates; this includes slideshows with ads that swap out at regular intervals.
Can I Afford It?
It’s actually more of a question if you can afford not to. While printing traditional flyers and ads may have an initial low overhead cost, keep in mind that the cost of continuous printing and delivery do add up. The digital delivery of content also means your company becomes one step closer to being a green business. Digital signage may be a big investment, but it will quickly pay itself off in the long haul. Additionally, it also saves businesses time as new content can be added, edited and refreshed in minutes.
Advertising has made a tremendous transition in the last 15 years or so. While traditional banners, posters and flyers are still commonplace, they are no longer sufficient for delivering the desired consumer response. Businesses have to “get with the times” if they want to remain relevant in their industry. Digital signage does more than just inform; they create an interactive experience that customers can appreciate.