The use of digital signage in retail is growing, the hardware prices continues to drop and technology is developing rapidly. Digital signage has many advantages, amongst them the possibility to effortlessly change, schedule and adjust content. Digital signage can display several products, animations and videos that attract attention.
As with print, digital signage comes in different sizes. From 10” to 49” are currently the most common sizes. You should keep in mind where and how they are going to be displayed when choosing the size of your digital signage.
When digital signage was introduced in in-store marketing communication, a brand new world opened for marketers. Imagine being able to update thousands of screens with just one click!
To have a strategy for what content to display, on which screen and for which occasion, and therefore also the selection of adequate software, is vital. In a unique study by PostNord, Ipsos and Neurons INC (Behind the Mind, Neuromarketing 2016), it was concluded that a combination of physical and digital advertising works best. Besides, they found that being exposed to physical advertising before digital advertising reinforces the emotional impact of a campaign.
Relevance is key
Digital displays whose messages match the product around the corner make it easier for customers to make a purchase decision. Digital monitors with content that doesn’t match the closest product are confusing and often ignored entirely.