Since the mid-1990s when digital displays were first introduced, they have become a vital strategic asset for retailers and are now considered the most effective form of in-store promotion. However, the challenge for today’s retailers is the environment is constantly changing, and in-store displays can no longer be static.
Intel Adidas cooperation resulted in a digital wall which is now being installed in numerous Adidas stores across the globe
There are always new products, new specials to promote; and research shows the best location is where customers are making a decision to buy. This makes placement flexibility and fast response essential for motivating consumers and staying ahead of the competition.
Retail digital signage has always been about location; but until recently, the placement of displays was limited to areas that had cable network access and an electrical outlet. Electrical outlets are typically scarce in retail--especially where merchandise is being sold, so having the flexibility to communicate key sales and promotion messages at the point where spontaneous purchase decisions are made is a major leap forward.
Sign of the Times
With new all-inclusive free-standing digital signage towers, retailers have the flexibility to move their signage displays off the wall and can finally place their messages where they’re needed most – on merchandise tables, shelves, desktops and check-out counters and when they’re needed most – through networked updates to promote sales on merchandise within a moment’s notice.
What makes these next-generation signage solutions so versatile is they don't require a PC or any external power or wiring to instantly set up eye-catching displays that fit almost anywhere.
Free-standing, plug-and-play towers can also be moved from place to place to accommodate a retailer’s changing emphasis. For example, the display could be moved when a retailer wants:
•To accommodate a supplier that is willing to pay for the time and space to promote a product at the retailer’s display area
•To reduce excess inventory of a product and wants to call attention to the product’s new, lower pricing
•To optimize a coupon offered through a mobile marketing campaign and wants to alert the customer about the terms and benefits of the product at the merchandise table
•To reduce the perceived wait time at the check-out or customer service counter
•To extend the reach of the store’s standard digital displays
•To stimulate follow-on sales
The price for this level of portability in a turnkey signage solution really isn’t any higher than buying all the components for a wall-mounted solution.
The latest portable signage solutions have everything retailers need including a solid-state media player, a high-resolution screen, management software and a replaceable/ rechargeable battery that will run the display during store hours and can be recharged at night.
The solid-state (PC-less) players help keep the overall cost low while delivering the reliability retailers need for hours and hours of high-quality signage. By choosing one of these portable all-in-one solutions, retailers can also be confident that they’ll be easy to deploy because there won’t be any hardware/software compatibility issues.
When an organization’s signage displays can be created, scheduled, managed and updated by employees with no technical training, the savings are even greater. And with built-in Wi-Fi capabilities, retailers can update and change the content remotely in real time from a back office or anywhere in the world.
With the growing popularity of online sales, tools like tabletop battery operated displays have become even more important. According to Forrester Research, online sales have not created the negative effect that was initially expected. Forrester estimates that about $917 billion worth of in-store sales were “web influenced” in 2010 and they predict that number will grow to $1.4 trillion by 2014. Apparently, consumers are researching the products they’re interested in on the web but are still seeking the in-store experience for the actual purchase.
For retailers to remain competitive with online sales, they must create an enriched shopping experience that is engaging, informative and entertaining. One that is solution-oriented, not just product-oriented. These new all-inclusive free-standing digital signage towers will play a vital role in cost-effectively delivering this experience with placement flexibility and the fast response essential for motivating consumers and staying ahead of the competition.