Amazing benefits and diverse ways of using digital signage in retail business

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March 10, 2017

Signage generally refers to any visual representation that gives the customers information about a store, office building, street, park… etc. Let’s take a look at the advantages of using digital signage for your retail business and the best way to utilise them for deriving maximum benefit.

Digital signage for retail business

Digital signage, also called dynamic signage, is a relatively new kid on the block but has gained widespread attention over the few years it has had to offer its service. It is a specialised form of silver casting in which video or otherwise multimedia content is displayed in public places for informational or advertising purposes.

Why use digital signage?

1. The main reason it has gained so much attention in such a short time is because it’s cheap. Investors are making use of outdoor signage, LED screens, and touch screens in order to make customer purchases easier and at the same time cost effective.

Digital signage has seen especially widespread use in countries in the UAE, not only for advertisement but also make products completely stand out and engaging the customer before the customer buys the product.

2. Digital media in public venues reaches more customers than videos on the internet or social media sites such as Facebook. A 2010 study by Arbitron showed that digital signs reach a lot more people – 70% said they saw a digital video display versus just 43% who had watched a video ad on Facebook.

The study also showed that 52% of teenagers and adults had viewed a digital display within the past week!

3. It’s a fantastic way to raise brand awareness. Recently, another study showed that of those who saw a digital billboard, 55% of them could recall the exact message displayed every time they passed one.

That study also looked at particular ad campaigns and found that travellers who passed the billboards could remember specific ads from those campaigns up to 89% of the time. That’s some serious effectiveness!

4. Another study used anonymous video analytics to log the number of people who looked at both static and digital signs at placed at multiple different locations.

The number of people paying attention to a static sign peaked on its first day in place. After that, it dropped off and remained low for the remaining weeks of the study.

The digital signs, however, received consistently high numbers of views throughout the study – almost as many every day as the static sign received on the first day.

Tips on how to utilise digital signage effectively

If you are to reap all the benefits of signage, of course, you will first need to know how to properly set up and use the different methods of signage (besides digital signage, you can also go ahead with the traditional methods – like billboards and static signs).

1. LED Screens digital signage

LED signs are designed for various environments – both indoor and outdoor. By using technologies such as the photoelectric display, automatic controls, and video, multimedia, and computer techniques to display words, images, drawings, and animation as well as various multimedia information and TV and video signals.

The display board is formed by different LED parts and has such advantages (over the previous generation CRT monitors) as high definition, brighter, vivid colours, wide visible angles, more stable operation, long life service life and low power consumption.

Due to its modular construction, the size of a LED display unit can be easily adjusted according to your requirements.

LED displays have numerous advantages, which include:

a. Higher levels of engagement due to a higher visual impact as compared to static signs

b. They are easily adjustable; you simply have to change the content being displayed rather than taking the whole thing down.

c. The bright colours of a LED coupled with high-definition display create a strong impact force which is easily memorable.

2. Touchscreen digital signage

This is a method of providing an interactive experience while at the same time creating an opportunity for advertisement. This is done mostly with a touchscreen display interface with additional integration of QR codes and SMS marketing into the content that is displayed. 

Touchscreen displays are best suited for directories, maps and wayfinding spots in malls, campuses, airports, stations, and other large complexes.

There are several different companies out there that can create and integrate QR codes that will link to your mobile landing page as well as SMS marketing campaigns that allow viewers of your digital signage to interact and take content with them.

Use this form of digital signage to promote and advertise your product while the user finds the information they need. This content can be linked to an online database – this makes updates and new content changes more efficient.

3. Traditional Static Signs

Last on the list is the most traditional and familiar form of advertisement – using static signs. This is basically the advertising you see every day, such as billboards and posters.

These types of signs should be the centre attraction of a store when creating a window or product display. Good signage should speak to the customer – it tells them exactly what you have for sale and why they are looking at that particular set of merchandise.

A great retail sign must capture a customer’s attention and interest long enough for them to read it. Make the message short; make it memorable and catchy. It should be to your customer what the headline is to a newspaper; if it’s bad, nobody’s going to buy it.

What should you avoid while using digital signs?

Just like whatever you have to sell, you don’t want your signs to be generic – clear rip-offs of other signs and ad campaigns. (Like turning ‘Got Milk?’ into ‘Got Weeds?’ or ‘Got Kids?’) Be creative.

Digital Signage is the trend

Creating memorable signs that sell your merchandise is one of the most fun and rewarding aspects of retailing. If done right, you’ll see skyrocketing sales. Signage not only serves to engage your customer but also moves your product. Good signage is one of the best-trained salespeople you could have on board.

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