A few years ago the only way to catch the attention of viewers at retail locations like showrooms and malls was to put up as large a hoarding or a billboard as space permitted. Displays on a video screen had not attained popularity due to some technological limitations. Signwriters Sydney design, fabricate and paint signs for displays, buildings, hoardings, boats and structures.
Billboards and posters are static and convey little to a viewer nor do entice or influence the viewer. The poster simply showed the company product and a short message. To know more about the product an interested viewer would have to approach the shopkeeper or the floor salesperson and get to know more. This was rather irksome. One, most people are hesitant to simply ask for details when they have no immediate plans for purchase. Secondly it is the attitude of the salesperson which can be off putting. Most would ask if the inquirer wished to purchase the product and the attitude would be defined on the basis of the reply. Being human a salesperson would not have the answers to all questions or present the product properly and this sometimes had a negative effect. Instead of actually advancing the retail business such salespersons hampered it.
All this has changed with the advent of digital signage in Retail. One has seen ads on TV. Digital signages are similar except that they are dedicated solely to displaying more details over a longer duration of time. A typical retail digital display signage would comprise of
- A large LCD TV/monitor to display the images
- A computer or a media player at the back end to feed the TV/monitor with the images.
There are further sophistications in the display of the images. For one content can be designed specifically and targeted at the consumers based on the surveys for that region. Content can be made information and interesting in much more detail. Content can also be varied and made in great detail showcasing every detail. Simply by viewing the infomercial the viewer can get to know quite a bit about the product or service. He can make an informed decision. The quality of the content and the display can influence him to buy. A step further would be to have an interactive ordering out facility where a customer can fill in his details through an interactive touch screen and place the order and have the product delivered to him. Digital signs in Retail are the inanimate salespersons that are ideal for such environments.
A retailer who is stocking products of known brands would simply have to install the hardware without bothering about the content which can be fed to the display either from the media player or through the computer which is connected to the brand owner’s centralized system either through wireless, cable or internet connection. Specific programs are designed to rotate content according to time of day and other variables and determinants.
The point to note is that the displays can be large and the larger the size (sizes of LCD of 50 inches and above are known to be crowd pullers) the more impact the content has. It is allied to sound so all an interested bystander has to do is to simply stand and view the content.
New terms came to intensify market success in digital signage in Retail, these terms are neither imposed by a new government law nor by some strong commercial or economic entity. A strong cost-effective intuitive dynamic solution is your key to a new era of retail bloom. This is why digital signage came to prevail. Retailers are willing to pamper customers, and to orient them wherever they are to their products. So prospect customers will come to the product without getting hassled by a sponsor’s TV commercial interrupting their TV show amusement by telling them the tiresome expression.
Take for example a customer in a hypermarket in the cereals section, wishing NOT to meet a promoter there, who would of course tell him to try a new product, and most of sale campaigns may not achieve high results, as customers tend to avoid promoters. Manufacturers need to find a better way to introduce their products, without interrupting a customer’s peaceful shopping experience.
Retailer’s question: “What’s in it for me?” Much more than you expect from banners, flyers and even promoters. Now you do not need to worry about printing a new banner for this week’s promotions, as you will be able to start a live promotion material through your Digital signage in Retail network. And the dynamic content displayed through this network can influence customers to make purchase decision on the spot. Through making instant offers to customers you can draw customer’s attention a recent end of a promotion, and in this way products on store shelves will be sold faster. And to cover your costs you still can sell advertising space through this signage.
Now if the retailer is selling only one brand with a larger product portfolio, the digital signage in Retail can be used to rotate displays of infomercials about various products so that viewers always observe changing content.
A retailer simply stocking products from a variety of suppliers may choose to install digital signage in Retail and hire it out, charging the brands for the digital display which is a form of broadcasting to a captive audience and this turns into a source of revenue or simply pays back the investment he has made in the system.
Whichever way one looks at it, digital signage in Retail are here to stay and are the future of advertising through the retail outlet.
Resus offer forward thinking advertising solutions in the Digital signage market place. [http://www.resusdigitalsignage.com]
Article Source: https://EzineArticles.com/expert/Tim_Warrington/56151
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