News

Next-Gen Digital Signage: Impacting the Bottom Line

BY CSA STAFF

By Ajay Joshi, [email protected]

It doesn’t take much to understand the intrinsic value of today’s next-gen digital signage. No longer limited to flat panel screens—digital signage has made the leap to multiple form factors—from crystal clear displays to the very latest in projected imaging and audio-visual technology that creates the illusion of a real person. Digital Signage’s engaging messages and overall allure fall well within any retailers’ dreams. The actual value of digital signage is the retailers’ dreams come true as it impacts the most important aspect of business—the bottom line. Perceptive retailers understand the ever-increasing need for engaging consumers at all brand touch points. This is especially true as today’s brand messages are expected to seamlessly cross platforms while exceeding consumer expectations and building awareness.

Next–gen digital signage is a key consideration when marketing powerful brands that have dynamic messages. The global digital signage systems market is expected to reach $13.8 billion by 2017—a marked increase despite stagnant growth from 2008-2009, according to a recent report from Global Industry Analysts. It’s no wonder; digitally displayed messages elicit higher rates of recall and retention among consumers. While the reasons to believe in the revenue generation potential of digital signage are vast, retailers should base their ignition with this medium with sound strategic planning.

Planning is key
Digital signage implementation is a worthy investment for brands looking to bridge the digital in-store divide. And while declining hardware costs have been the catalyst for more affordable LCD displays, media systems and components, hardware and software costs are not the only considerations. Platt Retail Institute recently recognized “undefined management responsibilities” and “lack of content planning” as common mistakes retailers make when venturing into the realm of digital signage for the first time. Through strategic planning, retailers can position themselves to expand their marketing arsenal to include digital signage. Many have enlisted the expertise of independent companies that provide complete digital signage solutions, covering all facets from installation to content creation and support.

Some industry experts recommend a “pilot deployment” prior to launching a full-fledged digital signage initiative. This will ultimately allow retailers to test and measure deployment, as well as secure corporate backing following successful trials.

Content is king
Unlike traditional signage options, next-gen digital signage provides retailers with much-needed and amazing content flexibility. Messages can remain relevant, fresh and be as dynamic as the brand they represent. It is imperative that retailers strategically plan their content to maximize the full potential of digital signage. Digital signage displays should feature messages that are clearly aligned with the overall brand positioning, yet tailored for the medium.

One way some retailers are beginning to take advantage of digital signage is through unique promotions that integrate multiple communication platforms. Digital signage content that carries the brand’s message from the sign to the consumer’s mobile device enhances the consumer’s experience and ultimately purchase consideration. Given the rapid pace at which retail promotions turnover, digital signage also puts content control more easily in the retailer’s hands. It ensures the consistency of brand messaging and ultimately the salience of the consumer’s personalized brand experience from touch point to touch point. This is especially key during times like product launches or store openings as savvy consumers are more likely to do preliminary product research online prior to visiting retail establishments. Consistent online content that is reinforced with in store content offers potential buyers a seamless path to purchase.

Be mindful of metrics
The bottom line should remain top of mind for retailers looking to implement digital signage. The proliferation of digital signage has spawned the development of new analytical tools that go beyond the world of traditional reach, frequency and awareness. Some digital signage solutions feature software that uses transactional data to create customer and product profiles, which further aids retailers in targeting the right message to specific audiences at the right time.

Know your audience
In a recent market research survey from BrandSpark/Better Homes and Gardens American Shopper, in-store signage was ranked second by consumers as the most useful way to learn about new product information. Research such as this further solidifies the importance for retailers to rely on a platform that can capture the consumer’s attention quickly and deliver the brand message consistently and effectively. Digital signage is an especially effective for medium for brands looking to target younger consumers, according to Global Industry Analysts. Coupled with staggering data that 98 percent of adults 18-24 use social media, retailers have even more compelling reasons for fully integrating in-store and online marketing initiatives.

Overall, it is important that retailers consider digital signage as one component of a multi-faceted marketing approach to improving the overall customer journey. This approach should be founded in solid brand messaging and positioning that is reflected at every consumer touch point. Implementing digital signage allows brands to remain nimble and more engaged than ever before with consumers who are more likely to respond to consistent and reinforced messages across all platforms. Retailers must consider how a next gen digital signage solution can enhance their overall brand and, most importantly impact their bottom-line.

Ajay Joshi, is head of Tensamedia Solutions, Tensator, a leading provider of queue management solutions. He can be reached at [email protected].


More Web Exclusives/Guest Commentaries

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
FINANCE

Microsoft making $300 million investment in Barnes & Noble’s Nook

BY Marianne Wilson

New York — Microsoft Corp. and Barnes & Noble have entered into an agreement by which Microsoft will invest $300 million in Barnes & Noble’s digital-book (Nook) business and college texts unit.

With the arrangement, Barnes & Noble’s digital and college businesses will become a new, still-to-be-named subsidiary in which Barnes & Noble holds an 82.4% stake and Microsoft owns 17.6%. The agreement also means the two companies have settled their patent dispute.

As part of the move, there will be a Nook application included in the new Windows 8, scheduled to have a release preview in early June.

The agreement comes after the companies feuded over the Nook. Microsoft in 2011 sued Barnes & Noble and the manufacturers of the Nook, charging the device infringed on its patents. As part of the new arrangement, the two companies settled their dispute. Going forward, Barnes & Noble and the new subsidiary will have a royalty-bearing license under Microsoft’s patents for the Nook.

“Microsoft’s investment in [the new subsidiary], and our exciting collaboration to bring world-class digital reading technologies and content to the Windows platform … will allow us to significantly expand the business," Barnes & Noble CEO William Lynch said in a statement.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
SUPPLY CHAIN

Charming Shoppes selects Oracle Retail to drive cross-channel growth, improve inventory management

BY Marianne Wilson

Redwood Shores, Calif. — Charming Shoppes has selected Oracle Retail to drive growth across its multiple platforms and brands. The retailer said it will use Oracle Retail applications to deploy a modern technology platform that helps transform its merchandising supply chain and store operations to reduce the total cost of ownership of hardware, software and support while enabling a better shopping experience for customers across channels and brands.

"Oracle Retail will help us improve our internal processes, analysis and decision making to manage inventory and deliver assortments that provide a variety of choices for our targeted segments, so we may offer her trend-right, fashion-appropriate, and quality apparel with consistent, great fit offered in multichannels,” said Michael Barrett, CIO and VP, Charming Shoppes, Bensalem, Pa., whose brands include Lane Bryant, Lane Bryant Outlet, Fashion Bug and Catherines Plus Sizes.

Charming Shoppes will use Oracle Retail’s merchandise operations management application to obtain a single, comprehensive source of consistent and accurate data delivered on a proven, scalable platform.

In addition, the retailer will use Oracle Retail’s stores solutions application to improve cross-channel sales capabilities, gain better access to information and deliver a consistent, personalized experience at customer touch points.

The company will also implement Oracle Fusion Middleware, Oracle, E-Business Suite and Oracle Database as part of its strategy to better serve customers and streamline operations across all its brands.

"Charming Shoppes is establishing a platform that will allow them to deliver an exceptional customer service experience for each of its brands," said Mike Webster, senior VP and general manager, Oracle Retail. "By selecting Oracle Retail, Charming Shoppes will gain additional insight and control to optimize performance across all locations."

keyboard_arrow_downCOMMENTS

Leave a Reply

Q.Chauvin says:
Mar-22-2013 04:11 pm

Kyong Solima
Wow! This could be one particular of the most helpful blogs We have ever arrive across on this subject. Basically Fantastic. I am also a specialist in this RushFit topic therefore I can understand your effort.

Q.Chauvin says:
Mar-22-2013 04:11 pm

Wow! This could be one particular of the most helpful blogs We have ever arrive across on this subject. Basically Fantastic. I am also a specialist in this RushFit topic therefore I can understand your effort.

J.Barkus says:
Mar-02-2013 10:45 am

I simply stumbled upon your
I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. Ladyfem Bodybuilding Workouts

I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. Ladyfem Bodybuilding Workouts

I simply stumbled upon your
I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. Due to globalization and industrialization, which introduced automated techniques, new breeds of batik, known as batik cap and batik print emerged, and the traditional batik.
batik online

I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. Due to globalization and industrialization, which introduced automated techniques, new breeds of batik, known as batik cap and batik print emerged, and the traditional batik. batik online

The write is quite inspiring
The write is quite inspiring myself, thanks for your effort to create this write-up, I really enjoy it and I am going to bookmark that.
All kitchenware All home theater buy

The write is quite inspiring myself, thanks for your effort to create this write-up, I really enjoy it and I am going to bookmark that. All kitchenware All home theater buy

The $6.6 billion settlement
The $6.6 billion settlement concludes a protracted legal proceeding that saw retailers sue credit card network operators and the largest banks that issue Visa and MasterCard payment cards, alleging a conspiracy to fix interchange fees.
sacramento painter

T.Stone says:
Jan-29-2013 07:38 am

The $6.6 billion settlement concludes a protracted legal proceeding that saw retailers sue credit card network operators and the largest banks that issue Visa and MasterCard payment cards, alleging a conspiracy to fix interchange fees.sacramento painter

T.Stone says:
Jan-04-2013 08:45 am

I am searching for a good
I am searching for a good concepts on recession and I think this is the best blog for me to expand ithttp://www.superiorhomesolutions.net/handyman-services.html

T.Stone says:
Jan-04-2013 08:45 am

I am searching for a good concepts on recession and I think this is the best blog for me to expand ithttp://www.superiorhomesolutions.net/handyman-services.html

J.Hams says:
Dec-25-2012 06:58 am

http://www.amerisleep.com
I have a memory foam mattress and love it. I don't think its very hot, but then again my house is really cold even in the hot summers. The first night I didn't really like it but now I really, really love it. I have had it for about a year. One thing you might not know is that when they are advertised, it may say something like temperature controlled. Ect. That just means that the spot you have been laying in gets really soft and comfy. The rest of the mattress will feet a lot harder and harder to the touch. Hope that helped and made sense!!! http://www.amerisleep.com

J.Hams says:
Dec-25-2012 06:58 am

I have a memory foam mattress and love it. I don't think its very hot, but then again my house is really cold even in the hot summers. The first night I didn't really like it but now I really, really love it. I have had it for about a year. One thing you might not know is that when they are advertised, it may say something like temperature controlled. Ect. That just means that the spot you have been laying in gets really soft and comfy. The rest of the mattress will feet a lot harder and harder to the touch. Hope that helped and made sense!!! http://www.amerisleep.com

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...