TVs placed inside retail environments is nothing new. Utilizing screens to
maximize profitability certainly is. “In the early 1980’s ‘Loblaws’ Vice
President, Dave Nichol, rolled TV sets into the garden sections of his grocery
stores, and showed videotaped commercials promoting azaleas. When azalea sales
jumped to 1,700 per store per week from one, he knew he was onto something.”
(Canadian Business Magazine; May 22, 2006) Welcome to the world of digital
signage's in the retail environment.
With studies such as that published in the Wall Street Journal [Wal-Mart Adds
In-Store TV Sets, Lifts Advertising (Sep 22, 2004)] showing the effectiveness of
last-mile-selling with in-store demand being pushed through digital signage's,
that displayed short, yet effective brand and product communications; digital
signage's such as doPublicity’s Digital Signage Manager has filled the gap
between the technology and in-store requirements, to being retailers easy to
use, programmable & customizable digital signage solutions.
The retail environment Digital Signage, has many features and benefits that
static signage's and displays can not offer. The Dynamic nature of digital
signage grabs a customer's attention. Attention once captured, effective content
influences the customer's purchasing decision right at the point of purchase.
Without the cost and logistical nightmare of printing, distributing and ensuring
reach of a traditional PoS campaign; digital signage is near-instant and offers
the ability to change promotions on-the-fly, for across multiple products and
categories, or to focus on specific target customers. Keeping aside a sizable
slice of advertising space for paid use by suppliers is an additional revenue
stream, besides helping suppliers push volumes – which in turn benefits the
retailer over the medium and long term.
Uses of digital signage's in the retail space: |
- Promote sales by pushing specific products within the store
- Display daily discounts and promotions
- Launch new products
- Create product awareness and instill brand recall
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