Jan
Retail digital signage in 2013.
Retail digital signage solutions.
We have seen a fantastic growth in retail digital signage during 2012, now we have to consider what will be in 2013. What technologies will we use?
POS (Point Of Sale) Retail digital signage.
POS digital signage in the retail sector has seen a mammoth growth in the last three years, we have seen the small LCD Advertising screens that now have been replaced by a much larger digital posters. These digital poster have many more features and benefits for the retailer, such as allowing the retailer to schedule adverts for future promotions as well as providing a ticket at the bottom of the screen.
We have seen a wide range of floor standing digital kiosks been deployed in locations such as shopping centers, theaters and even airports. These can be used for way finding as well as advertising products and promotions, some even have interactive screens that engage with the customer and then the customer drives the content on the built in media players to enhance the shopping experience for the consumer.
DOOH Ltd retail digital signage solution.
Branding using retail digital signage.
Using digital signage in retail environment enables the advertiser to increase their brand awareness for their products and also is an ideal platform for the brand to launch new products. This is usually achieved by scheduling new promotions and launches in advance of the actual launch date are the ideal solution will be to use a networked media player that can be updated from one central location throughout the entire digital signage network this network run from store to store in numerous cities across the world.
Department stores that use retail digital signage.
May department stores in the UK use digital signage to inform customers of informative product information, for example Debenham’s PLC use digital menu boards in their numerous cafes and restaurants in their stores.
Some department stores are even installing video walls, this allows them to display a massive video wall for 1 main video and then split the individual screens up to have a single product in each screen. Then was the loop as completed, it reverts back to the full video wall again.
The Harrods store in London, has escalated based digital posters and the content moves along with the escalator, kind of cool! The fashion chain Hollister also uses digital signage in its retail environment in the form of video walls.
What improvements can be made to retail digital signage?
Retail digital signage can benefit from integrating several forms of marketing, for example using QR codes can get consumers to engage with the digital signage campaigns.
The content has to be compelling enough for the consumer to want to know more about the product or service offered on the digital displays. Using flash is one way to animate a presentation for greater visual effect.
Another way to get consumers involved with any advertising campaign is to use gesture recognition again, this gets the potential buyers to engage with the dynamic advertising solution.
Will we see virtual assistance?
When you visit Luton Airport you will see the virtual assistant that greets you at the escalators, the virtual assistant here informs you of the security checks for your hand baggage. Are we likely to see these in department stores or retail outlets in 2013?