Using digital retail shelf signage.
It is possible to have a ‘conversation’ with a digital retail shelf signage – albeit a one way conversation! Digital screens are adaptable, which gives many options for suitability. From size and orientation; these electronic screens fit a variety of environments.
Small store owners don’t have the room (floor or wall space) to install a large LCD or LED screen, however a small 10” screen is ideal for eye-level communication; direct with the customer. Either a single advertising campaign for one product – looped, is broadcast or a series of product or brand advertisements featured at scheduled times. This is also known as point-of-purchase (POP) or point-of-sale (POS). Every product and every store has a ‘story’ to tell and getting the message – in this case the advertisement – across to the consumer is the biggest part. Enhancing the customers shopping experience will encourage them to return and make further purchases. The positioning of the screen will provoke the consumers thoughts and the message will trigger their action. The content plays a very important part too – a dynamic and engaging commercial will attract attention and ultimately create additional revenue.
Prominent ways to display digital retail shelf signage.
- A long slim screen can produce a panoramic video – different than the standard rectangular screen
- A series of small screens, scrolling from left to right, between product shelves is very eye catching
- Either stills or animated images are suitable
- Text and graphics are easily noticed and read at eye level
- The immediate surrounding area of the screen is a perfect opportunity for brand promotion with printed boarders featuring logos
Giving the customer control and empowerment of their own decision making is key to how and what they buy; and how many. The benefit of shelf-level digital signage media is not only convenient, but an alternative method of advertising and communicating with customers. A shelf video strip advertising screen, cuts down on unnecessary signage which just confuses the customer and focuses them on a particular product. The quality of the screen is still very high, despite the small size. They certainly feature what you would expect from a media screen, like; full color, high definition and can include QR codes and special promotional vouchers, sent to your smart phone to redeem in store. Long gone are the printed ticker-tape style of marketing, to be replaced with electronic digital slim line screens. As internet or on-line shopping continues to rise, the store owner will have to move with the times, in order to keep up with trends, including electronic directions, to be able to compete.
Where space is an issue, smaller digital signs fit perfectly into a niche area, giving a product or brand its own dedicated space for advertising.
Understanding how digital retail shelf signage works is essential to get the most out of it.
What type of digital signage viewers are you seeking.
Did you know there are basically just three types of digital signage viewer? The ‘Passer-By’, The ‘Lounger’ and The ‘Waiter’.
Depending on your product, service or trade and the location of the digital sign will significantly appeal to a certain demographic of the population. Here, we will look at three specific types of viewer and how to appeal to them through your advertisement. Take any busy railway station in the world; where millions of pairs of eyes are scanning the area for information. The lay-out is the key to a successful ad campaign to engage the audiences within the captive area.
The Passer-By digital signage viewer.
The average viewing time for a passenger on the move is between 1-30 seconds, so very brief
The best locations would be near an entrance; wall mounted or ceiling hung, along corridors and the entry and exit of the train doors.
Plain and uncomplicated layouts with basic information like the date/time stamp and simple graphics which a persons memory can just take a ‘snap-shot’ of. Do not include video, ticker info or non-essential data, like the weather report. Keep it short!T
The Waiter signage viewer.
Typically, this person will have a brief wait (for their train) of around 30 seconds to 3 minutes – ample time to read a dynamic digital sign.
Additional options for suitable locations; short queue lines at counters and QSR
- Short videos and infographics, brief messages, slogans and logo recognition; anything easily recognizable and which will leave an ‘imprint’ on the brain.
- Slightly more creative visual arrangement of screens; blocks of 2 screens with date and time stamp and/or weather report. Ticker advertising may also be appropriate
A longer viewing time of up to 30 minutes.
Ideal display screens in reception areas, restaurants, social areas, especially where there is seating
No restriction on lay-out or how to display/how many screens to display – a greater complexity of the arrangement.
Additional content of live TV for longer waiting time areas.
There is no ‘one size fits all’ solution, but a little thought and planning will deliver an excellent advertising campaign.
Knowing this what viewer do you attract to your digital signage?
Understanding Digital Advertising Is Essential For Business development.
With so much electronic media around us, is it any wonder why digital advertising is so successful. At every ATM, there is a little screen promoting a food product, retail stores displaying branded clothes and special offers and even the top of a taxi; with a commercial for the latest blockbuster on stage! Where will it end, or will it ever end? The possibilities for digital signage are infinite as it is a universally accepted media platform.
An Evolving Media.
The growth of digital advertising over the last decade, has beaten predicted figures and is certainly an investment to seriously consider. The explosive growth of the industry has developed new ways of engaging customers. Data research and biometrics are in-depth and complicated, as there is so much information gathered and which is relevant. But for a specific product or brand to reach its intended target audience, conclusions must be drawn up from the information collected. Facial and gesture recognition, input data via a keypad or touch screen, as well as sales information all add up to a successful commercial campaign.
Ingenious and Integral Digital Advertising.
As part of the interior of the store, architects and designers are integrating digital signage screens into the theme of the shop floor and even if the foot print is tight, there are ingenious ways to deploy the monitors without losing costly square footage. Not only are they key promotional features, but can also act as infomercials, with everything from way-finding to dynamic messaging, through to clear and accurate emergency exit routes. Also external information, like the weather, traffic congestion or car parking restrictions. Not only is an electronic LCD/LED screen used, but a projector can be a financial alternative, as it is more maneuverable than a fixed screen as long as there is a clear wall space on which to display the image, although it is not necessarily a wall, but any smooth surface; a floor or ceiling is just as good – depending on your audience.
Younger people shopping for trendy clothes would appreciate ‘alternative’ forms of advertising, however older people go for more traditional forms, like portrait digital posters. The aesthetics of a store are equally appealing as the merchandise and how it is laid out. Whilst digital advert screens need to be noticed, they should be subtle, so as not to draw attention away from the commodity. It won’t be long before every store has at least one digital signage screen to promote offers and specials, as well as branding recognition.
Getting the balance right between three key points:
- The Customer
- Brand Marketing
- The Retailer
It’s a fine balance, but using the right electronic equipment is crucial, to ensure that any digital advertising campaign is a success.