Digital Signage is the new black in retail circles


Digital signage investment is the height of fashion for many retailers these days as they realise its potential.

The new approach to digital signage isn’t just about implementing poster screens that host rotating images and advertising campaigns. Today, it’s more to do with the potential this tech has to improve customer experience (CX) and boost sales operations.

As retailers look to ride the latest trend and bring big screens and bright lights into stores, they need to consider where this tech is heading next, and how can they be in a position to benefit further when the time comes.

They need to ask themselves, how might the digital signage software choices they make today impact their ability to progress as their store technology evolves?

Versatility and value

Retailers, hospitality firms and banks are among the organisations using digital displays for multiple purposes, ranging from customer engagement, targeted promotions, self-service, staff education and corporate communications.

Instead of thinking about these functions separately, it’s up to businesses to invest in software that can cater for both current and future needs, and potentially be used for more than one application in their store as well as behind the scenes.

Companies stealing a march in engaging customers with digital signage include convenience chain Valora, which operates a digital signage network across Switzerland, providing customers with informative, entertaining and promotional content linked to the point of sale.

German airline Lufthansa also impresses with a digital signage network allowing the company and its partner travel agents to display flight offers, promotions and localised content. The message from these companies is clear: dynamic digital displays can foster great results.

Long-term thinking

As the Internet of Things era becomes more prevalent in every walk of life, from the home to the business world, retailers don’t need reminding that the store of the future is unlikely to look like their stores of today. It’s worth taking a step back to think about just how quickly the industry has changed in recent times, and how that pace of evolution will continue.

Just 15 years ago, who would have envisioned the Argos tablet-led digital stores we have today, or the Apple ‘town squares’ that the tech company’s senior vice president of retail, Angela Ahrendts, described last month?

The point is, when investing in digital displays, savvy retailers are well advised to consider it as the start of a longer journey in how they deliver the experiences customers will crave in the future. Investing in a basic-solution that fills a gap for one passive marketing campaign just won’t do when they require the screens for other purposes, for example, assisted selling with tablets, or targeted promotions reflecting local stock levels or weather conditions.

Retailers can easily find themselves in a bit of a stalemate when they want to evolve their in-store engagement strategies beyond the initial implementation in line with changing business needs and rising demands from today’s increasingly tech-driven consumers.

This won’t be the case for those who take a software-first approach to their digital signage investment.

So, yes, the title of this blog is true – digital signage is the new black and, like black, it will remain a staple in a retailer’s ‘wardrobe’ for years to come. Even in its simplest form, it remains a valuable tool for today’s retailers, but it can stay at the height of fashion for a whole lot longer if retailers invest in the right software from the start.

Learn how our award-winning Digital Signage Software System makes controlling a digital signage network simple and cost-effective, now and in the future.

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