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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
DigiSignware 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: |
