Using digital signs in a retail environment is dynamic and can grab the customer’s attention and influence their decisions on purchasing. The flexibility and dynamic ability of a digital signage network takes in store promotion to a whole new level. The ability to switch digital signage content that plays out for just three to five seconds maximises that window of opportunity to influence the customer whilst on the move. A digital sign is instant and has the ability to change advert content in moments if you are trying to attract a particular target audience for your business.
Firstly, digital signage has the ability to be updateable from anywhere at any time, provided the infrastructure is in place. There are no waste issues except for a three to five-year replacement cycle for the hardware. Then there is the content itself, which is considered as one of the major benefits of owning and operating a digital signage network. Digital media has a proven track record in influencing consumer purchasing decisions.
Next, and possibly one of the areas to see the greatest growth, is targeting media towards your consumers depending upon demographics, time of day, weather conditions and even previous purchasing behaviour. The key here is having a network that is reactive to certain variables. As an example, traditional posters advertising breakfast menus in a department store or shopping centre mean that consumers can only act upon that decision if the time is right. Digital signage can adapt and the message will change depending upon the time meaning that your advertising is targeted and valuable advertising space isn’t wasted promoting irrelevant products or services.
