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Monthly Archives: September 2019

The History and Evolution of Digital Retail Signage

retail highstreet

digital retail highstreet

 

Prior to digital retail signage, retailers used analog video signs. It was common to see video monitors in retail stores in the 80’s and the 90’s displaying digital retail signage with VHS videotapes. When DVD’s were invented, that was the beginning of digital signage for retailers. DVD’s were digital and therefore offered improved benefits over VHS tapes, so retailers began to switch to DVD players, with some even using Blu-ray high-definition discs. Some retailers still use these media today.

Flat Panel Displays

Both VHS and DVD’s were initially shown on cathode-ray-tube TV monitors. When flat-panel displays became affordable and less bulky in the early 2000’s, retailers began to convert to flat panels. Today, retailers still use flat-panel displays, but have replaced DVD’s and Blu-ray discs with computer-driven signage players, also referred to as media players, which is the heart of a digital sign. With a computer-driven signage player, content can be dynamic, centrally controlled and updated in seconds — a tremendous marketing tool for retailers!

The Benefits of Digital Signage in Retail

The evolution from analog video signs to digital has advanced digital signage to new heights, providing many new retail applications. It has only been within the past six years or so that digital signage has taken off in many commercial environments. Digital signage is used in many vertical markets, with the retail industry being one of the fastest growing. This is due to the costs of the displays and players, which continue to fall in price, but also from the benefits digital signs provide to retailers. ROI is the reason why retailers are adapting digital signage for many applications. 

LED Retail Signage London

LED Retail Signage

Technological Advancements

Technology is also driving this tremendous growth. New advancements in displays, signage players, content management, interactivity and analytics software can engage consumers in ways never before imagined. And, with these new advancements, many new solutions are being introduced to retailers.

Digital signage can be easily installed, serviced and maintained in multiple ways. Web-based options, including cloud or intranet-based software, are increasingly popular. These systems allow you to manage your content from a web browser – so as long as you have an internet connection, it is quick and simple to monitor and edit all aspects of your digital solution.

Digital Retail Signage Improves Audience Engagement 

Digital signs come in a variety of shapes, sizes and abilities. Make the most of this and get creative with your signage to offer your audience a unique experience. An example of this would be touch screen displays providing a survey, product demo or game for your consumers to try.

This can benefit your business greatly. Firstly, it means that your visitors are spending longer on your product or services. A demo or game could not only entertain but educate them on your product, giving them time and influence in making a well-informed decision on whether to buy your product or service.

Secondly, it also increases your brand awareness. People love technology and by providing a different and unique experience, your visitors are more likely to remember your store and recommend to others – your digital signage can play a huge part in this.

Audience Engagement

Audience Engagement

Measurable Data

Digital retail signage is also a very effective way to collect valuable data about your audience. This could be how long your digital displays are actually being used.. and of course most importantly whether the information it provides is increasing sales!

Be confident in asking your customers their thoughts on your digital signage. Did it influence their buying decisions? Did it entertain them? There’s no harm in asking and it can provide very useful and detailed insights.

Consider this statistic: 80 percent of UK residents aged 12 or older have seen a digital video display in a public venue in the past month; 62 percent recall seeing one in the past week. And nearly one in five (19 percent) said they made an unplanned purchase after seeing an item featured on the screen. What would one in five unplanned purchases do for your business?

Environmental Factors

Digital signage has well-known environmental benefits too:

  • Less paper waste due to needing fewer static signs that need to be frequently reprinted
  • Lower carbon footprint associated with the manufacture and shipping of paper signs
  • Reduced use of chemicals, inks and adhesives that are used in printing process

For printers, this is a sign of the changing times. There is still, and will always be, a need for the traditional print billboards that make up a cornerstone of many major brand campaigns. But digital signage is rapidly improving, making it a very intriguing option as campaign managers seek new ways to engage with their audience.

The Impact of Digital Retail Signage

Today, you can find digital signage just about everywhere: retail stores, sports stadiumshotels, banks, medical clinics, airports, fuel stations, schools and colleges, exhibitions and trade shows and many other public locations.

According to a recent industry report, 76 percent of consumers have entered a store because the digital signs were interesting, while an additional 75 percent of consumers have told friends about a store simply because they were impressed by the signage. Most importantly, 68 percent purchase a product or service because of the appealing nature of the digital signage.

Retailers’ use of digital signage has been growing at double digits over the past several years and is expected to continue at double-digit growth for many years to come. Digital retail signage is not really new to retailers; they have just evolved over the years. As new advances in digital-signage technology continue to emerge, so will new applications for retailers.

Piccadilly circus london digital signage

For more information on LED Digital Retail Signage and how it could boost your sales, contact Scanlite today on 01253 302723 or email us at sales@scanlite.co.uk.


8 Digital Signage Trends To Watch Out For During The Rest Of 2019

8 Digital Signage Trends To Watch Out For During The Rest Of 2019

Analytical data

We’re seeing a lot of personalisation in digital signage in recent years, particularly with AI becoming more and more intelligent. As humans, we like to feel companies care, and personalisation does that. In 2019, big data and analytics will be stepping up and helping us make better decisions about our digital signage choices. We’re even seeing digital screens recognise people’s faces and the length of time they’re stood in front of a screen.

More industries using digital signage

Signage is important – but what’s also important is that your customers are engaged. Your traditional signage has to compete with what’s in front of a person, on their phone. Digital signage can be the answer to that. We’re seeing large growth in the finance and restaurant sectors, showing that customers want more than just customer service, but an experience.

Interactive & touchscreens

We all like to be involved and digital signage allows us to do that. Taking it once step further, interactive and touchscreens give the consumer that element of control and power – it’s all about taking it to the next level.

Projections & Holographic

If you’re not on board with interactivity yet, perhaps projection software or holographic images are the way forward. They’re certainly making a big statement in the digital signage world at the moment and that doesn’t look like it’s slowing down any time soon.

Hardware & displays

But not just any old hardware and displays. We’re seeing changes in shape and size – remember, bigger doesn’t always necessarily mean better. Companies are now looking for the thinnest screens possible, with walls of digital signage throughout their stores.

Video walls

We spoke earlier about projections and super thin screens becoming ‘on-trend’, but what we’re really seeing are video walls – there’s literally no way people are going to miss your campaign message that way.

GDPR still counts

With personalisation becoming a big thing in digital signage, that means more personal data is being recorded, which means GDPR and data protection as a whole now becomes a huge issue for digital signage users. This isn’t a bad thing of course – it just means cleaning your data more often and being sensible with who you market towards.

Technology continues to evolve

Luckily for us, we work in an industry where technology is ever-changing, meaning we can bring new and exciting ideas to our customers. We keep up to date with the changes and industry trends, so we can pass that knowledge onto you.


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