3 steps to Digital Signage success

3 steps to Digital Signage success

01-Jul-2013


As retail shoppers hit the stores these days, they expect a state-of-the-art shopping experience. With merchants vying for scarce consumer dollars, digital signage in a point-of-sale environment can boost sales results for retailers of all sizes – from small businesses to national chains.

Point-of-sale digital signage can give the edge you are looking for over the competition, helping to increase revenue while keeping costs under control. It enables you and your brand advertisers to deliver the right message to the right audience at the point-of-sale.

Here are three steps that businesses can take to maximize digital signage investments:


Start with a Pilot


Digital signage pilot deployments are essential for learning. But even before the pilot, you need to determine the goal of your network. The trick is…there is no wrong answer! But you must have an answer before you start with your digital signage initiative. That is the only way you will be able to determine the success as well as the path of engagement for the consumer.


Pilot programs provide the opportunity for you to see how your customers will engage with digital signage. Should you gradually build the experience with them? Or are they ready to go from zero to utilizing near-field communication to conduct their transactions in the store? In this world of technology, what we think is “cool and easy” may not be the same for our specific customers.


A pilot provides an opportunity for you to experiment with a content strategy – allowing you to fine-tune it so your customers see digital signage as fun, easy, informative and personalized. It also enables you look at complementary technologies, like interactivity, social media, lift technology and motion triggers, to see how they can be integrated now – and later as you evolve your system. At this point, it is even possible that your initial goal may be altered or edited, and that’s okay. This is what a digital signage pilot deployment is set up to accomplish.


Conduct your pilot with the goal to determine how best to bring customers along with an experience that will excite them.


Kiosks


Self-service is gaining a growing role in the consumer experience at point-of-sale environments, especially among supermarkets, retail pharmacy and QSR. Many customers find the kiosk experience provides faster, easier and more accurate service. Retailers see self-service technology as an opportunity to offset rising labor costs – or in tight labor markets, address the challenge of finding a pool of talented employees.


A key to kiosk success is presenting visually compelling content in an intuitive way that mixes in graphics and prompts to showcase items and suggest up-sell offers. The technology provides the opportunity for you to harness the systems intelligence to better control messaging and influence customer behavior by delivering the right messages at the correct time in the path to purchase.


Integrate with Predictive Analytics


Increasingly, retailers are looking to combine predictive analytics with their digital signage systems to turn intelligence into action. For example, analytics software can examine business patterns, such as store traffic and point-of-sale data; apply specific business rules, like reduce inventory or maximize profitability; and then using digital signage software, leverage this information to determine which messages to display at the point-of-sale in real time.


With predictive analytics, your display content is transformed into meaningful messages that address exactly what shoppers are looking for in the store. The content can be used to announce generate in-store promotions, create up-sale offers and more.


Retailers can extend this scenario one step further by also combining their digital signage software with video analytics technology, such as Intel’s Audience Impression Metric Suite. Video analytics allow you to aggregate data on the number of people viewing a digital sign, length of attention, and gender and age bracket. This approach would not only help you gauge the effectiveness of their digital display content by measuring the time spent looking at displays but also allow real-time content changes based on who is viewing the screen.


The Path to Digital Signage Success


Utilizing digital signage within point-of-sale environments has proven effectiveness. Your initial starting points should be to review the demographic of your customers and product offerings to determine the most effective use for you. And then, start small with a pilot, look to integrate with complementary technologies, and grow as your customers and business can support
it.

For the original article from Point of Sale News click here.