The eyes and ears of prospective customers are discriminating, particularly in that
much-sought-after youth demographic. Be among today's technology-savvy advertisers who are using
digital signage to turn heads and make branding headway in the highly competitive retail environment.
Use strategically positioned, slim-profile screens to:
• Set up in-store channels for promoting your products or services.
These can be as simple as MPEG-2 video loops or as sophisticated as professionally mixed static
and video content feeds. Digital signage players enable you to dynamically output and display
recorded video and audio media, as well as live content via an Internet connection. Across
this IP link, an administrator in a central location can update content in multiple stores and
even customize content for a specific location or time of day.
• Reach customers at the point of sale.
Whether they're in checkout lines or browsing the aisles, shoppers naturally hone in on what's
interesting. Bold, high-resolution moving pictures accompanied by a warm voice garner shopper
interest more than traditional PoS or PoP merchandising such as shelf-mounted cards and signage,
backlit transparencies, shelf talkers, and gimmicky flashers that tend to annoy shoppers more
than they entice.
• Draw foot traffic inside.
Getting customers into the store can be a struggle, whether you're in a mall or another
commercial thoroughfare. Digital signage does wonders at enticing passersby, engaging their
peripheral vision and catching their attention so they step inside. Smart merchandisers go a
step further, staging dioramas that mix products alongside digital displays (swiveling
mannequins are optional).
• Upsell new high-ticket items.
Introduce new items with a splash. Use digital signage with music and entertaining content to
create a visual and aural experience that sells a lifestyle, not just a product. No other
merchandising medium can do that, especially when the item or service you're promoting comes
with a higher pricetag. And for soon-to-be-introduced items, drum up interest with content
that teases in “movie trailer” fashion, so everyone's excited about what's coming soon.
• Move hard-to-move items quickly.
Unloading older products to make room for new stock is every retailer's challenge. Bring new
life to the bargain bin with digital signage that highlights markdowns, creates a sense of
urgency among buyers, and reiterates what made the product special in the first place. Go
further and use “smart” technology that ties your signage content to a sales database, so
what's promoted on-screen dynamically and automatically reflects current inventory in real
• Build brand awareness for the long term.
You want customers to not only notice you, but also remember you. Get closer to that goal by
connecting with customers on an emotional level. Digital signage gives you the flexibility to
craft a unique message that, in turn, makes you more memorable in the minds of consumers.
Whether it's a wall of screens to immerse shoppers and make them collectively feel part of a
larger movement or a solitary screen that speaks to them personally as a trusted friend,
you'll be creating brand affinity.
• Or become someone else's advertiser.
In addition to selling your own wares, there's also money to be made advertising the products
or services of others. Set up an in-store digital signage system to do just that. You can
promote one product line that complements what you sell or stream a rotation of ads from
multiple advertisers—whatever works best for you and your retail audience.