Digital signage in retail store
Futures tech

In-store marketing – digital signage

Most modern shoppers are used to seeing digital signage across many retail outlets. Ranging from large 4K plasma screens to digital shelf edge labels, this technology is becoming not only more ubiquitous but more eye-catching.

But what are the benefits of this technology?

The dynamism of the content that can be displayed on digital signage is a huge plus; both marketers and retailers can change what’s displayed with far more agility than traditional printed material. This dynamic content can also be controlled centrally. By replacing the usual A4 clipframe with a TV, retailers and marketers negate the need for costly print runs, long delivery times and the need to hire someone to go out and swap over the materials in time for the latest promotion.

In the majority of instances, promotional changeovers are time-bound. In a retail food environment, this promotional material changeover is typically carried out by an employee that has been taken off the shop floor and away from the customer. By centrally managing this function, this removes the risk of having out of date information from the store back to the head office.

As well as being more dynamic, digital signage also opens up the opportunity to have more than one message displayed, making the content more relevant to the customer.

Shelf edges and shelf-edge labels

One technology that hasn’t really seen widespread adoption, is digital shelf edges and shelf edge labels. Cost is seen as the main barrier to this, alongside the need for the shelf edge solution to integrate seamlessly to the POS solution. If a retailer has agile shelf edge labels where they can changes princes at the click of a finger but no POS integration, the solution is worthless.

An emerging solution is to digitise the whole shelf edge. Paired with beacons, the shelf edge can show different content based on the proximity of a customer. At a distance, the shelf edge can show content to draw a customer in – flashy lights work, similar to how people are attracted to fruit machines in pubs – then when the customer is at close range, the shelf edge content changes to price and promotional information from coupons and QR codes to cross sell opportunities and meal ideas.

Plus the obvious benefit of not having to print thousands of paper labels which need to be thrown away once a price changes or a product goes out of range.

What are your thoughts on the future of digital signage? Let us know in the comments.

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