Basics for the successful application of digital signage
All the measures that tap the full potential of digital signage systems imply a holistic omnichannel marketing concept as well as digitization and integration of all of the respective retailer’s channels. Fast and secure connections to POS systems and inventory data as well as customer data integration are a requirement. A functional wireless connection is the prerequisite for most applications and simultaneously offers customers an added value. To display context and situation-relevant information, respective contents need to first be designed and created. The necessary human resources should be incorporated right from the start.
Matching hardware and software are also essential. To ensure readable and failure-free displays in 24/7 operations, retailers should only rely on professional equipment. For example, special store window displays deliver clear, high-contrast images, even in direct sunlight and high temperatures. The systems also have to be compatible with other in-store technologies, such as beacons for example. The provider should guarantee support and updates to ensure that digital signage systems can be used sustainably and adapted to future needs. Last but not least – a security concept that should include ways to prevent data manipulation, as well as anti-theft protection for tablets or critical data storage on a protected server versus tablets, is also vital.
Due to the complexity of the tasks and the required technical knowledge, it is advisable to get the support of a specialized service provider, who has the necessary expertise and project experience. This provider should be included in the planning and design process right from the start.
The implementation of a digital signage system should less be seen as a one-time action and as more of an iterative, agile process. At first, you create a proof of concept, which is followed by the pilot project and further tests and improvements before the system is adopted company-wide.
Conclusion: Digital signage doesn’t run itself, yet as an integral part of a holistic marketing concept facilitates a brand-new shopping experience, interaction, customer-oriented approach and dialog at the POS. Even after an implementation, targeted innovation management, evaluation and proactive consulting can result in cost savings of more than 30 percent in the first three years.
3 White Paper Digital Signage. Zeichen der Zeit- Digital Signage als Werbe- und Informationsmedium der Zukunft. Samsung, Nov 2013
5 GfK Marktforschung, Pressemitteilung: Viele Käufer entscheiden sich am Supermarktregal 29.12.2009