Digital Signage / Retail Signage


Reports of the death of the High Street have been a little premature. It’s true that traditional bricks and mortar retailing took a battering from the rise of e-commerce, and physical stores once looked like they would fade into irrelevance. But that was until the retail sector realised that it was sitting on an invaluable and underutilised asset: their actual premises.

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Image mapping with PA laser projectors

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3x3 video wall installation in retail store

Retail used to be all about the convenience of the click; now it’s centred on creating unique customer experiences – something that e-tail will always struggle to capture. Digital signage is absolutely central to this experience. However, there’s a lot more to creating winning CX than filling the store with sound and vision. To be effective, signage has to be intelligent.

Large format displays can create stunning impressions in retail stores, but too much moving imagery plastered about the premises can also be extremely distracting, garish and grating – precisely the opposite effect of you want to have on your customers.

We’re passionate about helping the retail industry engage with its customers, which is why we created a concept store at our ISE stand this year which shows how brands and stores can use signage more smartly.

Based around an imaginary store, we demonstrated how to take the customer on a holistic journey through the sales process, using digital media to attract interest, provide relevant information and influence the purchasing decision.

Content is key, of course, but so is letting the customer choose what they see and when. So, while we demonstrated the arresting power of large format displays and LED walls, we also showcased how retailers can use sensor and touch technology to make experiences even more personalised, relevant and smarter.

For example, by integrating sensors within the store, retailers can control the types of messages they convey for maximum impact. When shoppers are far away, screens can display bold, attention-grabbing messaging that entices the customer to approach and engage with the touchscreen.

Once they’re within touching distance, the display can then start a conversation with the individual customer – for example, by acting as a virtual assistant, or giving them a choice of options for product information, wayfinding, interactive content and more.

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Leafenging sensor technology in combination with direct view indoor LED modules

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Touch displays for wayfinding and enhanced user experience

Other options include sensing when someone has picked up a nearby item, then providing product information, adapting content for local weather conditions (including ambient light), or enabling customers to scan a QR code to view content on their own device.

Of course, all this depends on the ability to make content dynamic. Traditional displays rely on a limited library of rotating content, which is poorly-suited to interactive and relevant experiences. That’s why it’s so important to have displays with integrated media players, which make it easy to upload and manage content without an external PC and associated cabling.

Our recent work with KFC provides a great example of the potential for dynamic content, where we worked with an advertising agency to provide a mix of flexible product presentation, infotainment and interaction for the food retailer’s digital menu boards at its branches throughout Germany.

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Installation at KFC in Germany

This is just a taste of what smart digital signage can bring to the world of retail. In fact, the possibilities are only really limited by your imagination, so let us know how you plan to use displays to reimagine the customer experience in 2019.

Watch out for our next ISE hot topic addressing mass digitisation in the work place. Collaboration was the buzz word at ISE 2019 and we will investigate the ways in which work processes are changing.

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