How to make digital signage work in retail

Retailers that adopt digital signage as part of their advertising effort know that it can be good for business. But like any plan, this one will not benefit them if it is not handled properly.

Retailers that adopt digital signage as part of their advertising efforts know that it can be good for business. But like any plan, this one will not benefit them if it is not handled properly.

As a recent article on Digital Signage Today notes, it is not enough to continue using business models that were developed in the days before digital signage became a feasible technology. Some strategies work better than others, and those are the ones that deserve focus.

For example, contributor Keith Kelsen writes that while digital advertising at the point of sale needs to be a priority, retailers need to be careful about wasting their efforts. It can be tempting to use a digital sign for all sorts of multimedia purposes, but its primary reason for existing in a store is to convince a customer to buy a product.

This is why place-based advertising can be so effective. Although this term typically refers to the establishment of specific advertisements—such as signs touting rental cars in an airport terminal—place-based advertising can be implemented in specific sections of one large store to maximize the consumer's exposure to different products. 

For example, customers in the shoe section of a department store should see primarily shoe advertisements on digital signs, while customers in the electronics section should see those adds. With the proper use of audio video switches, displaying different types of high-quality content at will can be much easier.

Video walls are a great way to make sure that customers are exposed to the products that you want to sell. But unless they are showing the right items to the right people at the right time, the payoff will be minimal.